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Which do you think is the better method for obtaining a pearl -
find an oyster and introduce a grain of sand into it in the hopes of
convincing it to produce a pearl, or find and shuck a hundred oysters
until you find one with a pearl? Who do you think ends up with the most
gold - an alchemist trying to turn lead and other base metals into the
precious element, or a miner who sluices and pans yards and yards of
gravel from a frigid riverbed? How would you go about obtaining rough
diamonds - find a lump of coal and apply heat and pressure, or build a
diamond mine in Africa?
Each of the above examples provides an effective illustration for the effectiveness of sorting. And there are countless other examples that could be used.
Each of these also provides us with a clue to the circumstances under which the sorting process works best. Not all tasks are equally suited to the sorting method.
It would be quite foolish for a potter to go digging through a clay pit in hopes of finding a crafted vessel. Likewise, searching the pasture for the steer that is already nicely divided into steaks, or the cow carrying her milk in a pail, would be the height of stupidity.
So what then are the criteria for a task suited to sorting? Two factors come to mind from the illustrations. The first condition is that which is desired is comingled with the undesired indiscriminately.
This is certainly true of the oysters, the gold, and the diamonds. It is impossible to tell which of the oysters contain pearls before they are opened. Also, it is difficult to know where the gold and diamonds are located before digging. In each case I am sure there are places with higher concentrations of what we are looking for and that the chances of success can be vastly improved by starting in the right place. However, in each case the sorting through the materials must be done.
Marketing and sales are much the same in this regard. The desired and undesired are mixed indiscriminately on the surface. And by this I simply mean that the potential customers who want the product or service and are ready to buy now are sprinkled among the thousands of those who are not.
The second factor which makes sorting the method of choice is that it is more efficient to find the desired than to create it. You may have developed a method that effectively changes coal into diamonds. That does not mean that the process is more efficient than digging them from the ground. Oysters may also be induced to produce pearls, but at what cost of time and expense?
And so too it is with marketing. At any given point in time there are a certain number of people predisposed to buy from you. Again, those who do not want the product or service are a waste of time. It's not worth the effort to change a lump of coal to a diamond. It is much more efficient to find the customers who want the product or service than to create them from resistant leads.
And so we see that marketing efforts are best conducted in a manner akin to finding pearls, gold, or diamonds-sort, sort, sort, and sort.
The successful marketer recognizes that his time is used to better advantage sorting through hundreds of would-be prospects, rather than trying to cajole a handful of distant leads into buying. And indeed, that his time is best spent creating systems to automatically carry out the sorting process.
Creating a system that will help you sort out those ready and willing to do business with you from the apathetic masses will be a much better use of your time than trying to convince one reluctant prospect at a time. Sort, don't sell.
Each of the above examples provides an effective illustration for the effectiveness of sorting. And there are countless other examples that could be used.
Each of these also provides us with a clue to the circumstances under which the sorting process works best. Not all tasks are equally suited to the sorting method.
It would be quite foolish for a potter to go digging through a clay pit in hopes of finding a crafted vessel. Likewise, searching the pasture for the steer that is already nicely divided into steaks, or the cow carrying her milk in a pail, would be the height of stupidity.
So what then are the criteria for a task suited to sorting? Two factors come to mind from the illustrations. The first condition is that which is desired is comingled with the undesired indiscriminately.
This is certainly true of the oysters, the gold, and the diamonds. It is impossible to tell which of the oysters contain pearls before they are opened. Also, it is difficult to know where the gold and diamonds are located before digging. In each case I am sure there are places with higher concentrations of what we are looking for and that the chances of success can be vastly improved by starting in the right place. However, in each case the sorting through the materials must be done.
Marketing and sales are much the same in this regard. The desired and undesired are mixed indiscriminately on the surface. And by this I simply mean that the potential customers who want the product or service and are ready to buy now are sprinkled among the thousands of those who are not.
The second factor which makes sorting the method of choice is that it is more efficient to find the desired than to create it. You may have developed a method that effectively changes coal into diamonds. That does not mean that the process is more efficient than digging them from the ground. Oysters may also be induced to produce pearls, but at what cost of time and expense?
And so too it is with marketing. At any given point in time there are a certain number of people predisposed to buy from you. Again, those who do not want the product or service are a waste of time. It's not worth the effort to change a lump of coal to a diamond. It is much more efficient to find the customers who want the product or service than to create them from resistant leads.
And so we see that marketing efforts are best conducted in a manner akin to finding pearls, gold, or diamonds-sort, sort, sort, and sort.
The successful marketer recognizes that his time is used to better advantage sorting through hundreds of would-be prospects, rather than trying to cajole a handful of distant leads into buying. And indeed, that his time is best spent creating systems to automatically carry out the sorting process.
Creating a system that will help you sort out those ready and willing to do business with you from the apathetic masses will be a much better use of your time than trying to convince one reluctant prospect at a time. Sort, don't sell.
Author and consultant Dan Pine specializes in helping local
businesses get more customers through proper implementation of online
marketing systems. His goal is to see 50 local businesses each double
within a twelve month period over the next 5 years using his techniques.
To learn more see the official website http://www.CreateLocalCustomers.com where you can find out the number one thing every local business must do to avoid being lost in the crowd.
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