Giving And Getting

Maybe I should have titled this, "Ain't
No Such Thing As A Free Lunch." The
reality is that in business, nothing is ever
free.

I really shouldn't say never, maybe
"rarely" would be more appropriate. I have
been given some very good advice over
the years at no charge. Trouble was, I
never knew how good the advice was when
it was given. Sometimes it has taken me
years to implement what somebody told
me to do.

So the advice cost me money because I
wasn't smart enough to know how to use it.

Here is a simple piece of advice that took
me years to implement. A wise old sales
manager told me never to give anything away
without planning to get something in return
from a customer.

For years I gave things away.

Samples, literature, demonstrations, discounts,
and favors.

I never asked for anything in return.

It was a big mistake, and the wise old sales
manager was right to point it out to me. But
even after he did so, I continued my old approach.

Then one day I woke up.

I starting demanding things in return.

When I gave a sample, I got agreements to test
the product with decision makers.

If I gave a discount, I demanded bigger orders.

If I did you a favor, you had to do me one.

Lo and behold, in six months my sales doubled.

In one year they tripled.

I can't even calculate how much money I lost
by not following the wise old sales managers
advice sooner.

I never had to worry about what my competitors
were doing. What I should have been worried about
was what I was doing.

Never give anything without getting something in
return.

That's sagacious advice that should be heeded.

From the big saddle,

Jim Whelan

P.S. Put your business on the yellow brick road
to success by calling The James R Whelan Agency
today. 206 407 3124