I swear… sometimes I think every business owner needs a dog.
Why?
For companionship? Exercise? Vet bills?
No.
Because of the extremely USEFUL sales and marketing lessons a dog can teach you. Cripes… it seems like every day my dog teaches me a new trick. And I could probably write a full YEAR’S worth of these emails just observing her.
For example:
When we first got Zoe we were warned right off the bat:
“Since your dog is part basenji, do NOT chase after her if she gets away. In fact, do not even so much as walk towards her.”
“Why?” we asked.
“Because of her breed, she will be way more likely to keep running. In fact, the best thing you can do is actually run away from her… and let her chase YOU.”
Interesting, eh?
Even though (thank GOD) we haven’t had to put this to the test, I believe the guy was right.
And guess what?
Most prospects are that way, too.
I know I am when I’m looking to buy something.
Right when someone starts chasing me down with a new offer, deal or whatever, I bolt like Zoe running from the dog catcher. And I do this even if I WANT what’s being offered… and really NEED the product or service.
And I ain’t alone, either.
Most other people I know are the same way.
Which is why it’s my contention you should just automatically assume your prospect is like a revved up basenji ready to dash off. And if you run towards them, chase them or “hound” them in anyway, they’ll vanish like a fart in the wind.
BUT…
If you position yourself so prospects chase YOU (instead of you chasing them) then it’s like doing the “Zoe dance” above — where they may run TOWARDS you, instead of bolting AWAY from you.
Which makes selling like shooting fish in a barrel.
What’s that???
You don’t know how to position yourself so people come to you and maybe even (in some cases) try to sell YOU on accepting THEM as a customer?
No sweat, my friend.
Simply grab your leash and walk your dog over to:
And then await the publication of my new book.
A book, incidentally, I’m giving away free (it’s not for sale–anywhere) when you join my coming CD-of-the-Month deal.
Ben Settle
