Booklets - They Are The Perfect Buyer

Says YOU. And "they" see it differently. In fact, they see it so differently that they don't see it at all.

A person, company, or an associations seems like they would be the perfect match for your booklet, yet they just don't get it. You can re-word, re-frame, re-adjust all day long in an effort to educate and enlighten them. And nothing happens.

Have you had this happen in your marketing and sales experiences? I have, many times. While it can be tremendously frustrating if not exhausting, it is part of the process.

When I wrote my (only) booklet, "110 Ideas for Organizing Your Business Life," in the early 90's, I was highly involved in the Professional Organizing industry, in high level leadership roles in the professional association. That gave me easier access to the major office supply manufacturers, distributors, and retailers, those who would be likely prospects for my booklet. Even with all of that in my favor, there were many reasons why initial interest in the booklet didn't turn into sales.

Just a few of the things I learned were:

• having a single format of the material limited the sales possibilities
• lead time for decisions could be as long as a year
• decision makers changed course mid-stream to go in a different direction
• logic may have nothing to do with anything

After you give it a fair shot, and have gathered as much information about what the prospect wants or why it isn't a match, move on. Go to a different organization, a different person in the same organization, a different industry. It's a huge world out there. Many other people want what you have. Sometime it just makes no sense, too.

Until next time,

Paulette - recalling all too well those learning opportunities

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