The marketing and advertising business is about sales. If you don’t like sales, stay away. Organizations that invest in marketing expect a return. We’ve even embraced a branding (tag) line that speaks to what our clients want: “Move the Needle.”
I also have a large group of people trying to sell to me. It’s a dance we all do, and in the United States, we do this dance well. It is getting harder and harder, though, to say yes to the initial introductory meetings — on both sides of the sales equation.
So what if we all charged for that initial meeting? Let’s say $382. Sure, come on over and tell me about your business or organization, but please bring $382 in cash (preferably in small bills) for the hourlong meeting.
How would paying that money change the dynamic? If you had to pay $382 per sales call, would you be better prepared? Would you research the prospect more carefully? Would you practice your presentation? Would you be more focused? Would you be more selective in who you present to?
The average CEO in the U.S. earns $382 per hour, according to Salary.com. Giving up that hour to hear your sales presentation will cost the company $382 in down time. So someone is paying that cost per hour; it’s just not your organization.
I heard of a salesman that sends CEOs a $100 bill in the mail as an incentive to listen to a one-hour presentation. It lets all the CEOs know he was serious, and he had something important to say. He had a high rate of conversion.