About a month ago, I had a nice conversation with a potential client who was referred to me by a mutual colleague. She said she’d speak with her partners and get back in touch.
I never heard from her so I sent an email.
Then a second, a week after that.
Today, I emailed to say good-bye: All the best, I’m assuming you’ve moved on.
1. Hoping for the “ghosting” prospect to reappear saps your energy. They are not coming back.
Take the initiative and tell them you’ve moved on. You’ll feel much better.
2. Everything is marketing.
Can you imagine being invited to a friend’s party and just not responding? You’d never knowingly do that.
But people ignore “vendors” in this way all the time. It’s never a good idea.
Everything you say and do, whether you are on the buying or selling side, affects your reputation in the marketplace.
Tomorrow, or next month, or next year, she’ll be selling. And I’ll be buying.
(But from someone else.)
Actually, it was three someones, and it’s only been a couple of hours since I published it.
But, sitting right beside those “I want out” notification emails were two others from people who wanted in, both sent my way by satisfied readers.
People come and go, for whatever reason (even Springsteen has ex-groupies).
But don’t worry; none of those unsubscribing people were about to hire you. They’ve been slowly moving away and today just happened to be the day.
Write to the people who are interested; don’t worry about the ones who no longer are.
(Wouldn’t it be ironic if Springsteen unsubscribed right now? Nah, he loves my stuff.)
It doesn’t get published until Friday.
So usually, I don’t start writing until the day before (sometimes, the morning of).
But this morning, while driving to my office, a complete idea with lots of accompanying language fell into my head.
I started writing as soon as I walked in the door.
When inspiration strikes, I always try to pay attention.
Three different circuit breakers flipped in our house and I was unable to figure out why or reset them.
We asked around, got a referral and called. He said he’d be there in 15 minutes.
As I expected, he fixed the problem in about two minutes. Then he showed me how to do the same if it ever happened again.
“How much do we owe you?,” I asked.
“No charge,” he said. “Have a great day!”
I was expecting $100.
So, did that man just lose $100, or did he invest $100 in marketing his business?
Well, I’m telling you. And everyone else in my tight-knit neighborhood. And next time we need an electrician for a big job, who do you think we will call?
The longer you wait to take someone’s money, the more of it they will give you.
I had breakfast with a guy I’ve known for years (we play basketball together).
He happened to read something I posted on LinkedIn, it struck a chord, and he asked about getting together as he sorts through some career changes.
He’s not a client and he’s not a prospect. We don’t even live in the same business environment.
In terms of short term ROI, today’s meeting was a negative $8.95 (plus tip).
In terms of relationship building, today’s meeting strengthened a connection that one day might lead to someone or something that will help my business.
If you can resist the need to quantify (or even evaluate) every interaction, and instead simply focus on building a strong network, you’ll be pleasantly surprised at how it all circles back in your favor.