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Repetition Wins the Day in Sales and Marketing

0 Repetition Wins the Day in Sales and Marketing

When I practiced karate some years ago, I remember repeating particular moves over and over again until I mastered them – although mastery is an elusive target because one can always improve.

I peeked in the window of that same karate dojo recently, and noticed several black belts practicing the same moves that I, as a white belt, practiced oh so many times. These were basic moves, but with a lot more going on than you may think.

Through the course of thousands of repetitions (assuming you are taught the right technique), a block then attack move will not only become instinctual, but several micro-components within the move will be refined so that the overall effectiveness is vastly improved.

The same is true when it comes to closing more sales, making more money, and worrying less, because repetition wins the day.

Take for example how you respond to an initial inquiry from a prospect.  Do you repeatedly follow a process that allows you to skillfully distinguish between a time-sucking looky-loo, and a high value prospect, or do you improvise every conversation?

Have you practiced winning replies to the objections or questions you repeatedly encounter, so that a prospect hears confidence, competence and caring?

Do you finish all your answers with a question that could move your prospect closer to decision?

If you offer free estimates or free initial consultations, do you follow a repeatable process that includes some trial closes and an explicit request for the business, or do most encounters end with the prospect promising to “get back in touch?”

What is the follow up process you repeat?  If these questions reveal some room for improvement in your sales and marketing process, try these three things:

  1. First, consider which frequent customer or prospect touch points have the highest potential for improvement, and represent the greatest potential return. Is it the first inquiry? Is it during the early Q&A? Is it during the proposal process? Is it during the initial consultation? Is it at the point of sale? Pick one.
  2. Second, set a precise intention for how you’d like to improve. For example, “I’d like to stop giving away so much of my time and value for free to people who never buy.” Or perhaps you would like to “…not have to always offer a price cut in order to compete.”

    Whatever intention you set, don’t be vague.  If you repeatedly set the same intention as part of your regular business review (I try to do this weekly for 30-60 minutes), then you will, by nature, seek out and be open to lessons that can help you manifest the change you desire.

    The very act of repeating the intention helps generate movement in the direction you want to go.

  3. Third, ask yourself a one word question: “How?” You answer will likely be, “How the heck should I know.  If I had the answer, I’d be doing it already.” Maybe.

    You may not be doing it, because you are self doubting, or nervous, or unsure. Be bold. I suspect that if you reflect on your intention and the “how” of implementing it an answer will emerge.  If an answer doesn’t emerge, then simply ask: “Where can I go to find the answer?  What book, what person, what resource can I tap to help me manifest just this one, clear intention I have set?”

    Seeking the answer is almost as important as implementing the solution. You have to act, after all – even if it’s just research – for it’s action that forms the bridge between your intention and the result you want.

    In my experience, when we are clear on our intention, repeatedly focus on it, and seek out the required support or next steps, we get what we want.

And like the karate master, it is only through repetition that we can bring power and polish to our moves.   So what one element of your business could benefit from focused intention, and repeated attention? Remember, repetition wins the day!