Page 164 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)
P. 164
Quick Ideas 132 to 134
“Address Correction Requested” below their return address in
the upper left-hand corner. That signals the post office to alert
you when there’s a change, and to furnish you with that infor-
mation. If you’re going to keep your database accurate, it is
essential to have a multi-strategic approach to gaining and main-
taining good information.
Epilogue
If you invest in taking care of your future customer data-
base, your future customer database will take care of you.
134
The Insanity Principle
Albert Einstein formulated something that he called the in-
sanity principle. The principle says you cannot continue to do
the same thing many times
Assignment over and expect to get a dif-
ferent outcome.
Borrow from this pro- In one year, a sales pro-
fessional and record the an- fessional made over 600 cold
swers to those two questions calls on 600 different busi-
each time you make a cold nesses. On each call he
call. Create a diary of these slowly but surely conquered
responses. Then study the his fear of the unknown. On
responses and try different every cold call he had two
approaches based on your questions he asked himself:
own observations. (1) What should have I done
differently on that sales call?
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