“Sorry, it’s NOT  FOR  SALE!”

     Think about it.  Almost everything you do and say every day is a form or function or process of  sales, or selling. (And, believe me, the more you think about it, the more you’ll agree!)

     So reality is  that if you’re not relying heavily on customer and client referrals these days, why not just label everything in your store, showroom, briefcase or website as “NOT FOR SALE!” ??? 

     You already know  that the best source of new business is old business … or current business (that translates to targeting past and present customers for repeat sales AND referrals!)

     Past and present customers  are people and organizations that already know you and rely or have relied on you and your company. They have already accepted your ability to deliver what you promise, when you promise. (Also known as “branding”!) They are aware of your reputation. They are aware of your competition and have chosen you now or in the past. 

     You don’t need to “dog and pony show”  or razzmatazz them. You DO need to remind them — clearly and often — how much you appreciate them and their support and patronage and confidence and trust. You DO need to be sure they are still totally pleased with your offerings, and find out what you need to do in order to make sure, if they’re not. 

. . . you DO need to convince them that you will stand on your head and spit wooden nickels for them if that’s what they need, in order to continue counting them as loyal customers.     

     The bottom line is  that you don’t need to convince these people to do business with you, but you DO need to convince them that you will stand on your head and spit wooden nickles for them if that’s what they need, in order to continue counting them as loyal customers or clients — and to be assured that they will continue to refer you to their friends, family, neighbors,  associates, employees, suppliers … even (for publicity and news release coverage sake) media contacts!

     Should you still cold call?  Absolutely! Should you rely on cold calls? Absolutely NOT! You always need to be out there registering positive first impressions with prospects. But remember that the bulk of your sales (studies show close to 80%) will come from established customers and clients.

     Ah, and there are fringe benefits  connected with focusing on present and past customers. Chasing repeat sales and referrals from those who have come to you before or who are presently dealing with you will prove more productive, easier to communicate with and influence, less time-consuming, and almost always more pleasant. Not so sure? How much easier is it for you to spend time with old friends than to make new ones?                                          

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