The reality of being in business is that you will not close 100% of all inquiries. There will likely be some reason from the prospect or even from you that causes the deal to not close. That's why you need to do some insane marketing to keep the inquiries flowing.
There is a sales mentality that sales people should always be closing. Some people agree with that while others think it's over the top. However, I think you should always be marketing. That doesn't mean that you are always screaming about your services, but it does mean that you have to keep things constantly moving forward and thinking of ways to get in front of prospects.
Whatever your marketing plan is, you should make sure that it creates numerous inquiries on a regular basis because it's hard to build even a very small business off of 1 or 2 calls a week. Do you know how many inquiries you currently get every week? Is it enough? Probably not! I could always use more.
My personal goal is to do the best that I can in closing new inquiries while at the same time not sacrificing my quality standards or my pricing. It's important for me to keep the inquiries coming in by any reasonable marketing means that I can use. FYI, it's not all FREE either. I'm willing to spend money to get and maintain the inquiries coming it. No! I do not have an unlimited marketing budget, but I see spending money on my business as a necessity of maintaining my business.
How do you define insane marketing?
I can tell you that insane marketing is not sitting around saying woe is me, poor me, I wish the phone would magically ring and blah, blah, blah.
Insane marketing is doing any productive action that gets your business in front of your audience as often as possible and never, ever stopping your efforts. Insane marketing is far beyond, "I tried Adwords and it didn't work." Insane marketing is doing whatever it takes to keep your business moving in the right direction without going under in the process. Insane marketing is taking calculated risks meaning "If I do X then Y could happen, but it's still a risk."
If you are not willing to embrace insane marketing and take some calculated risks that have no guarantee, please stop being self employed and start looking for a job. Ouch! That seems cold to actually type that, but for me personally, I have worked EXTREMELY hard to stay busy and have have taken numerous risks to keep it all going. Nothing worth having is easy.
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