Gerry Spence* said, “I warn you: a winning stance is never achieved by trying. I hear some say, ‘I will try as hard as I can.’ Trying is for losers. Trying implies the possibility of losing. ‘I will try to win. I will try not to lose.’ If after trying they have lost, well they tried, did they not? Losers always try. Winners never try. Winners only win.”
There are many memorable things that Gerry Spence says in his book “How to Argue and Win Every Time,”* * and my paraphrase in this blog post title is one of them. My dog- eared copy of
HE MAKES ME THINK ABOUT MARKETERS AND BEING A WINNER OR A LOSER
His thought on winners and losers keeps surfacing in my mind, especially when I think about marketers. Marketers are builders of wealth, a reoccurring theme of mine, and the true winners are those who cannot only create a lead generation program, but can prove the results of their efforts. I believe that for every hour of labor, marketers produce more wealth for a company than the majority of salespeople who work for that company.
Why it’s important:
Winners are compelled to prove
the ROI for marketing programs.
Losers avoid the subject.
When it comes to proving the ROI for marketing and their contributions, most marketers are on the losing side of the scale.
MARKETERS MUST MAKE A PERSONAL CHOICE
The aggravating part of this issue is that this is a personal choice most marketers make. They choose not to make the effort to prove the ROI for marketing. They choose not to take credit for their efforts. They choose not to complete their obligations. And yet this final step is so necessary; it is a requirement for the individual and the company. As a comparison, imagine if a salesperson were allowed to sell but no one bothers to find out how much he sells.
HOW DO YOU CREATE WEALTH AND PROVE IT?
So, how does one complete the circle and become a manager who not only creates wealth, but also proves it? They just do it; one step at a time. Really, in five steps:
- Get (or use) a CRM system. Most companies have a CRM system, but they seldom use it for its ROI capabilities.
- Meet with sales managers and create rules for sales lead follow-up and reporting; one page will do it.
- Every inquiry and lead must be resolved; closed out.
- Report the results for:
- Salespeople: by name.
- Lead generation programs.
- Buy more lead generation sources that work and delete those that don’t meet the minimum level of return.
IF YOU DON'T LIKE YOUR MARKETING WORLD, CHANGE IT!
Marian Wright Edelman said, “If you don’t like the way the world is, you change it. You have an obligation to change it. You just do it one step at a time.”
So, if you don’t get credit for your marketing programs, make a change. It isn't enough to try. Reread the first paragraph.
*From Wikipedia: Gerald Leonard "Gerry" Spence (born January 8, 1929) is a semi-retired American trial lawyer. He is a member of the American Trial Lawyers Hall of Fame. As of 2014, Spence has never lost a criminal case either as a prosecutor or a defense attorney. He has not lost a civil case since 1969.
**Gerry Spence, “How to Argue & Win Every Time: At Home, At Work, In Court, Everywhere, Everyday,” Paperback – April 15, 1996. Amazon listing from $9 to $12.06.