Fish where the fish are
Have you ever seen people fishing in the ocean from the beach shore? They may have driven their truck or SUV onto the sand and set up base with a few beach chairs, a bucket, and about four fishing poles. On a recent trip to Amelia Island, I saw just that. Two gentlemen, in the early morning with their coffee, gear, and high hopes of landing breakfast. Their approach was to fish safely from shore, relax in their chairs, and hope that they could toss their line out far enough to attract the right type of fish.
As I continued to walk down the beach, I saw another person with a paddle board and a large back pack. With his fishing rod in hand, he maneuvered over the initial waves with his essentials, and jumped onto his board to paddle out about 100 yards. As he approached a nearby boat, he expertly shifted and cast his line into the ocean. He enthusiastically placed himself, while enjoying exercise, much closer to the fish he was seeking. Even on their best day, the shore fisherman never could have cast their lines the distance this paddle boarder had his hook dropped into the sea.
In sales, are you fishing where the fish are? Do you remain comfortable behind your desk, relaxing in your chair, hoping that your safe approach from shore would be enough to capture the right clients? Are you limiting yourself by not casting a wide enough net to find the right customers? Take the paddle boarders approach instead. Go to where you know the clients are, make an uncomfortable journey, have some excitement, step away from your desk into the office buildings of your backyard, and find those customers you want to catch. Find your customers with strategic efforts not by chance.
BART BERKEY
Author of the book “Most People Don’t” Bart Berkey started his career with Hyatt Hotels & Resorts before joining StaCite as VP –Sales, His current role (Senior Corporate Director, Eastern Region Global Sales Office with a luxury hotel company) allows him to lead a sales team that represents an entire portfolio to the brand's top group and transient customers.
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