Thursday, December 17, 2015

Cost of inaction trumps return on investment

I was listening to an interview with a famous television executive whose production company has created thousands of hours of shows for major networks. 

He told the inspiring story of trying to secure funding from a major investor, and how nobody would call him back, no matter how hard he pushed. But when it came down to the eleventh hour, he shifted his sales approach. He sent an email to every single person who worked for the company he was trying to get money from, with the following message:

Please see the attached list of ninety people who will lose their jobs if you don’t call me back. 

Within twenty minutes, his phone was ringing off the hook with investment offers. And within twenty weeks, his show had launched the career of one of those most influential talk radio personalities in the country. 

Neil’s story is a shining example of sales creativity. Instead of begging and nagging and nipping at his prospect’s heels, he transferred the burden of pressure to a third party. He helped the customer calculate the cost and consequence inaction. And that created a sense of urgency.

The longer I wait, the more I lose. 

How are you helping your customers consider the loss and cost of not moving forward?

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Scott Ginsberg
That Guy with the Nametag
Author. Speaker. Strategist. Inventor. Filmmaker. Publisher. Songwriter.

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Ideation. Messaging. Storytelling. Platform creation. Brand development. Content strategy. Inbound marketing. Thought leadership. 

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