The quintessential sales movie of all time is Glengarry, Glen Ross. The ultimate scene is Alec Baldwin’s verbal tirade in which he says “Put that coffee down! Coffee is for closers only!”

In his profanity-laced monologue, he also gives us the eternal sage advice of “A.B.C.”

• Always
• Be
• Closing

(Warning: some strong language)

 

I often tell people, “we're all in sales and marketing, it’s just that some of us know it.”

Whether it is building your personal brand or driving your revenue, you’re always selling….and marketing.

So, I am going to add my own acronym to the great lexicon ;-) and with a little less profanity, suggest

        N.S.M.-Never Stop Marketing

You see, marketing is not a periodic thing, it’s an all the time thing.

Too often, I hear people saying, “we’re not so buy now, we need the leads, so we’re going to start marketing.”

WRONG!!

It’s too late at that point.

Marketing takes time.

It takes cultivation.

You need to start doing it when you are so busy you can’t take any more business, because marketing is an investment. Not a cost.

You are investing in your future revenue.

The marketing activities you do today will pay off in 3, 6, 12, or 24 months, but if you are ALWAYS doing them, you will always have opportunities to pursue and to close.

Remember Jason, who began networking for his new business, when he started it?

It was too late then.

I tell my friends that I know when someone is about to look for a new job—because that is when I get the LinkedIn request or the Recommendation request.

Yes, it’s difficult. Yes, it’s time consuming, but it’s the little details.

I am not saying you should spend 5 hours per day on your marketing efforts when you are at your busiest in terms of delivery, but I am saying, you should (and must) spend something.

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