Have you ever watched a dog chase a car? It gets very excited, a lot of tail wagging and yapping, usually to no avail. The car always outpaces the dog, and the dog is left behind continuing its barking at a fast receding vehicle.
Just imagine what would happen if the dog caught the car. What do you think would happen next? I’m not sure I know, but one thing is for certain, I don’t think the dog knows either.
When we market, it’s like chasing the car as we pursue leads. It can be fun and exciting while pursuing the prospect. But what do you do when you have the prospect in front of you. Is it all yapping (selling) at the customer? Is there actually a thought out plan?
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Leading Advisor on Emerging Businesses, providing Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.