When times are tough, as they clearly are at the moment, it is interesting to see how businesses behave.
On my bookshelf I have a couple of books that were written some time ago, but whose titles would fit very well with the prevailing mood. One is called The Best Damn Sales Book Ever and the other is titled Buy This Book!
Iâ€™ll return to them in a moment, but let me contrast them with a couple of printers Iâ€™ve recently dealt with. The simpler one first. I received a promotional email last week from a printer I had never used before. I immediately replied with a request for a couple of printing quotes. It was ignored.
Meanwhile I received three promotional emails from someone of the same name, inviting me to a seminar on property investment. While I applaud diversity, is this printer wise to take his eye off his core business?
Now the reason I was asking for a quote from a new source of printing is that my previous printer mis-printed my business cards, and let me down when I pointed out the error. His integrity is worth less than the cost of re-printing my cards. (If you want to know who he is, contact me and Iâ€™ll tell you.)
Back to the books. Their titles proclaim the authors to be bold, brash and bursting with self confidence. Warren Greshesâ€™ Sales Book may not actually be the best of its kind, but it is certainly very good, and contains a lot of useful guidance for those who are struggling with slimmed-down sales pipelines.
The other book is by Raj Marwah who was born and raised in India, but now lives in Australia. His book on advertising owes much to David Ogilvyâ€™s book, Ogilvy on Advertising, but he has chutzpah in spades. And thatâ€™s a quality that will separate the best from the rest.
Wondering if you should have another go at a sales letter? Or perhaps a new business presentation? Let me make it easy for you. Write to me personally at firstname.lastname@example.org.