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NO B.S. Direct Marketing 55CHAPTER 4 / NO FREELOADERS ALLOWEDthey can tell them to you at any time. The system they use is %u00b4WKH%u0003\\HOORZ%u0003OHJDO%u0003SDG%u0003 V\\VWHP%u0011%u00b5%u0003 ,W%u00b7V%u0003 D%u0003 V\\VWHP%u0003\\RX%u0003FDQ%u0003XVH%u0003 DQG%u0003LW%u00b7V%u0003VXSHU%u0003VLPSOH%u0011%u0003:KHQ%u0003WKH\\%u0003KDXO%u0003LQ%u0003D%u0003SRW%u0003RI%u0003FUDE%u000f%u0003WKH%u0003JX\\%u0003RQ%u0003WKH%u0003GHFN%u0003KROGV%u0003KLV%u0003%u00c0QJHUV%u0003XS%u0003DQG%u0003WKHQ%u0003WKH%u0003FDSWDLQ%u0003DW%u0003WKH%u0003ZKHHO%u000fdespite all of the computers around him and all the technology at his disposal, writes the number down on a yellow legal pad. 7KHQ%u0003WKH\\%u0003WRWDO%u0003LW%u0003XS%u0003IRU%u0003WKH%u0003GD\\%u000f%u0003WKH%u0003WULS%u000f%u0003HWF%u0011%u00037KHUH%u00b7V%u0003D%u0003ORW%u0003WKDW%u00b7V%u0003LQVWUXFWLYH%u0003 DERXW%u0003 WKDW%u0011%u0003 2QH%u000f%u0003 WKDW%u00b7V%u0003 D%u0003 PDMRU%u0003 UHDVRQ%u0003 DV%u0003 WR%u0003 ZK\\%u0003WKH\\%u00b7UH%u0003 VXFFHVVIXO%u0011%u0003 7KH\\%u0003 NHHS%u0003 XS%u0003 ZLWK%u0003 WKHLU%u0003 FUDE%u0003 FRXQW%u0011%u0003 7KH\\%u0003know their crab count by the day determines their entire trip. 7KH\\%u00b7UH%u0003DVNLQJ%u0003WKHPVHOYHV%u00b3GR%u0003WKH\\%u0003KDYH%u0003WR%u0003VWD\\%u0003RXW%u0003ORQJHU%u0003RU%u0003can they get out of the freezing snow and go inside for a bit? Have they caught enough? It determines how much longer WKH\\%u0003KDYH%u0003WR%u0003VWD\\%u0003RXW%u0003WKHUH%u0011%u00037KH\\%u00b7UH%u0003XVLQJ%u0003%u00b4OLYH%u0003WLPH%u0003GDWD%u00b5%u00b3QRWgetting an income statement from their accountant at the end of WKH%u0003TXDUWHU%u000f%u0003ZKHQ%u0003WKHUH%u00b7V%u0003QRWKLQJ%u0003WKH\\%u0003FDQ%u0003GR%u0003DERXW%u0003LW%u0011%u00037KH\\%u0003DOVR%u0003have to keep up with government regulations. They can only go to the processors with so much crab by a certain date. They are LQWHQVHO\\%u0003GLDOHG%u0003LQ%u0003WR%u0003WKHLU%u0003QXPEHUV%u0011%u00036R%u000f%u0003LW%u00b7V%u0003RND\\%u0003WR%u0003VWDUW%u0003ZLWK%u0003just a yellow legal pad. Ask your customers how they heard about you. When they call, when they purchase, and just start WUDFNLQJ%u0011%u00037KHQ%u0003SXW%u0003LW%u0003LQ%u0003VRPH%u0003NLQG%u0003RI%u0003FORXG%u0003YHKLFOH%u000f%u0003ZKHWKHU%u0003LW%u00b7V%u0003a Google Doc or something else so you can share it with your WHDP%u0003EHFDXVH%u0003\\RXU%u0003VWD%u037f%u0003LV%u0003WKH%u0003VHFRQG%u0003ELJ%u0003SLHFH%u0003RI%u0003WKLV%u0011Warning: Employees can often be an obstacle to accurate tracking, sometimes out of laziness, sometimes stubbornness, sometimes for more Machiavellian motives, such as concealing WKHLU%u0003RZQ%u0003LQH%u037fHFWLYHQHVV%u0011%u0003 ,I%u0003 WKHUH%u00b7V%u0003EHHQ%u0003OLWWOH%u0003RU%u0003QR%u0003 WUDFNLQJuntil now, there will naturally be resistance to the added work and to the revealed facts.As an interesting example of what can be revealed, consider a company Dan Kennedy did some consulting for, with complex advertising and marketing bringing prospects