Their loss. Some time ago I subscribed to his "Sales Caffeine" newsletter, which often makes a rather overcaffeinated impression. But when I manage to quiet my sensitive artist's nerves and look past the obnoxious graphics and the fact that much of the content is aimed at staff salesfolk, there is a lot of useful stuff left lying around for the likes of me to pick up. Often it's just reminders of things I learned long ago in sales training with Apple Computer or observations I've made in my own businesses over the years. But known or not, his tips are often good reminders of things I ought to do to improve my ways of doing business as a translator and consultant.
Jeffrey's latest article, "The 95/95 proposition" emphasizes once again the importance of structuring your marketing efforts so customers contact you rather than you spend your time chasing them with cold calls, Dear John mailings, etc. That is a goal that cannot be emphasized enough for people in our business, which is why advice to improve one's online presence is so valuable. It does indeed draw business over time if done right, and having the service requests come to you put you in a better position for negotiation. If your online presence draws only bad requests from cheap time-wasters, take a careful look at it. Statements about "competitive prices" signal a willingness to work for peanuts or sacrifice quality for price. Comments like "Holder of
If you want to catch a certain kind of fish, you have to bait the hook correctly: present the value your ideal customer is looking for and eventually customers of that type will come to you. Like Jeffrey says in his article: there are two 95% selling scenarios. Which one do you want?