When I call you, what you say when you call back is sales.

But how long it takes you to call back? That’s marketing.

A few weeks back, I was informed that I had some issues with my roof. Some not so pleasant issues.

I received the names of three roofers. I was prepared to trust any one of them, based on the recommendations. Called them all.

1. The first one didn’t call back at all. I called a 2nd time and, the next day, they called back.
2. The 2nd one followed up pretty quickly, but when I returned the call at 2pm, I got a message that said “we are open from 9am to 5pm and you’ve reached our ‘after hours’ assistant, please leave a message.” Confusing, but I left a message anyway…then nothing.
3. The third guy? I called him at 2pm. He said, “i’ll be there at 4.” And he was (well, 4:15, but he did call to say that he’d be late due to traffic, which was fine.)

So, by the time the first guy called back, guy #3 was already doing the first part of the job.

In many ways, marketing is about seduction. You need to make your prospects feel like you really want them (without being desperate, of course.)

If you don’t want me, I am going to want you less.