Page 50 - Paulisms: Gold Nuggets for Small Business

Bring the call to a result:
The call carries on... Head towards getting into the home and a conclusion.
‘The best thing from here is to get John out to see you and carry out a free appraisal. I see he is in your area on Monday... He can see you at 9 am, if convenient.’
Always head towards an outcome and getting into the home. Once the caller hangs up you are less likely to make a sale.
The above is a very simple system. Once written out, keep it simple by ensuring people use the system. After a time, discuss and continuously update the system (as per Michael Gerber, The E-Myth Revisited – principles of continuously updating). Too often team members deviate from the system or the system gets put in a drawer. It is so powerful using simple systems but so easy for a company’s performance to be compromised by deviating from those simple systems.
2.3.2 Marketing
Marketing is a good example of the need to keep it simple. I have seen marketing for which you would need to be an Einstein to work out. It’s like a game to work it out, or perhaps that’s their intention.
Sometimes new marketing people come in to a company and feel the need to reinvent a winning formula and take simple things and complicate them. I have seen this time and time again.
Recently I had to meet someone at a café that had recently opened in town. I couldn’t find it and walked past it a couple of times as I was looking at the neon with its name that to me read something completely different. It is called ‘xyzzy’ (not its real name). The brand designer had been far too clever, as the neon on the wall in italics and other signage