The Shawshank-inspired sales strategyWritten by Tom Richard | | email@example.com
Complainers are contemptible. They spend more time whining about lack than they spend doing the work needed to acquire what they want.
Business, and life, is simpler than it may feel at times. If you know exactly what you want, then you can figure out what needs to be done. When you know what needs to be done, the only thing left is doing it.
People willing to do the work, receive the reward; people unwilling to do the work should punch out and go home. If you agree with that oversimplified, crude breakdown, you are probably a person that works your tail off. However, if your first reaction is to challenge the statement, you may be one of the complainers in your business.
The 1994 film, The Shawshank Redemption, provides a wonderful example of what bullheaded determination can produce. In the movie, Tim Robbin’s character, Andy Dufresne, is imprisoned for a crime he did not commit. Despite his innocence, and with nothing but time on his hands, he set his mind to building a library inside the prison.
The Andy Dufresne character, needing money for his library project, started writing one letter per week requesting the money he desired from the State. After a couple years, he received a check and a note. The note explained the check and asked him to please stop sending letters.
With a smile on his face, the Andy Dufresne character looks up from the letter and calmly states he will now write two letters per week. The bullheaded determination of the Andy Dufresne character singlehandedly grows that prison library, and this fictitious example articulates exactly what can happen when you know what you want and are committed to doing the requisite work involved to acquire it.
I know a real-life Andy Dufresne. However, instead of trying to build a prison library, he is building a profitable book of business. He does not use fancy language, he does not use pretty marketing materials, and he does not spend a lot of money. He does use bullheaded determination to earn appointments with his ideal prospects.
His bullheaded determination is consistent and unwavering, and it lands him some of the biggest accounts in his industry.
Remember, everything starts with knowing exactly what you want; you need to know exactly who you want to meet with. As the real-life Andy Dufresne learned, you cannot meet with a “general description” of the right people; you need an actual list of names. Do you have a list of ideal clients?
The real-life Andy Dufresne takes his list of ideal clients and sets his mind to doing whatever it takes to meet with the individuals on his list. With unwavering consistency, he executes a combination of letters, phone calls, emails, faxes, and personal visits.
He gets his appointments, and he makes big sales.
It is his relentless consistency and his disciplined determination that earns him appointments with big clients. He knows this is the reason because his clients tell him, with a smile on their face, how impressed they are with his relentless pursuit.
Ideal clients are successful businesspeople, and successful businesspeople become successful by employing hard work, bullheaded determination, and unwavering discipline. When your ideal clients see you employing the same virtues they use everyday, respect is born.
The strategy is simple; it can be broken down into executable steps. If it takes writing a letter a week, then write a letter a week. If it takes writing two letters a week, then write two letters a week. If it takes two years, then it takes two years.
There is no room for worry, second guessing, or doubt if you know exactly what you want – exactly who you need to meet with. There will be no time for complaining about lack if you set your sights, dig in, and do the work.