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November 21, 2005
It's Thanksgiving Week - Get Your Ass Out and SELL!
Ari Rosenberg has a terrific column today that gives a great example of how to bolt ahead of your fat, lazy competitors as they're snoozing on this short week of Thanksgiving.
When I was buying print pages, the sales staff at U.S. News & World Report would work harder on the Wednesday before Thanksgiving than any other publisher in the business. They would deliver apple pies--in white boxes, with the magazine's logo tactfully inscribed--to literally everyone they called on. The idea was brilliant: sponsor dessert at every media buyer's Thanksgiving dinner.
The execution took a tremendous amount of effort. The delivery of the pies brought the US News sales staff out in force to all their agencies within hours of shutting down for the holiday.
The point here is that while you can leverage these 'tweener' holidays to advance your position within named accounts or in prospetive accounts, just by being a little different, working a little harder and not snoozing until the bell rings the night before a holiday.
What am I doing? The same thing I always do. Bust my ass. In fact, I'll be using the time on the morning of Thanksgiving and the day after to do a complete cleaning of my Inbox so that everyone else on vacation has some post-holiday reading when they return. Oh, yeah, and I'll be doing my 'post-holiday' to do list too.
Need more insight, Ari has it once again.
There is an old adage in baseball meant for hitters that goes something like this: "hit em where they ain't." If you look for selling opportunities by going where your sales competition ain't, you are bound to get your share of hits. The market itself will present some of those opportunities, like this coming Wednesday, when everyone dozes off enough to hit a home run by simply delivering a pie. What is your plan for the next chance to go where the competition ain't?
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