Sales Are Down 50 Percent!
By Adam Radzik
Marketing & Sales Coach

(Scene: A conversation between Adam Radzik, the sales coach, and Marcello Mancini, the business owner, at Marcello’s favorite Italian eatery.)

Marcello: “Adam, I have been in this business for thirty-nine years and I have never seen things this bad. Do you think I should kill myself?”

Adam: “No need to rush. You can always kill yourself later. [He smiles.] But let’s not talk about gloom and doom. Let’s talk about business growth.”

Marcello: “In this environment? You must be kidding!”

Adam: “You know that change brings opportunity. Big change brings big opportunity. It’s not as if all business has stopped functioning. In fact, most business continues to function but the landscape is changing. Some of the mighty have fallen to their knees, and some have fallen into the grave, but new ones will arise in their place because the need has not gone poof. It may be reduced, but it has not gone away permanently. As we speak, new companies are forming. Your people should be going after those new groups.”

Marcello: “That’s true, but what should I do today? Tell me that, Mr. Consultant!”

Adam: “You need to identify your platinum, gold and silver referrers and go see them right away. Write this down.”

Marcello: “I’m writing, I’m writing!”

Adam: “The platinum referrers are individuals who have attempted to bring you business and succeeded. You already have their trust. They will do that again and again if you stay in their face. The gold referrers are individuals who have attempted to bring you business but it didn’t work out for some reason. They are still motivated. Spend time with them. The silver referrers are people who owe you and people who like you. They also want to be of help to you, but out of sight will be out of mind.”

Marcello: “I don’t have a platinum, gold or silver list. How would I even create that?”

Adam: “Take a look at your current customer list and attempt to identify who and where that business came from. Also look at your company’s contact list. Identifying the people you send Christmas cards to would be a good beginning.”

Marcello: “That will take quite some time. By the way, Adam, you should try the tiramisu. It’s delicious and fresh because they make it here.”

Adam: “Marketing and selling cannot be accomplished without effort and time. As for the tiramisu, Marcello, do I look like I need to eat more dessert?” [He smiles.]

Marcello: “I noticed something about you, Adam. You never ask for small things from your clients!”

Adam: “I figure if I am going to ask, I might as well go for broke.”

Marcello: “And when do you expect me to get started on this platinum, gold, silver marketing program?”

Adam: “What are you doing right after lunch?”

Marcello: “Slave driver! Waiter, give this aggravating man over here the bill for our lunch!”

Comedy Corner: Signs Recently Seen

“So what you want is for me to drop everything I am doing and just work on your damn problem?”

“If it weren’t for the last minute, I’d never get anything done at work!”

“Don’t start up with me, boss. You know how I get!”

“Go ahead! Keep bothering me with your demands for quality. I am reloading!”