Fresh veg is to gardening as closed sales are to marketing.
In the great scheme of how things develop, how they are nurtured, and how we manage to glom out some small successes (or sometimes large successes) from our little tiny plots, there remains a lot of mystery in between sprinkling the seeds and eating the results. Gardening comes easy to some folks, while the green thumb is utterly foreign to others.
I’m not going to say that I’m an avid gardener. I don’t see the point in spending $82 to harvest a couple of underripe tomatoes that are no good for much past a salad with extra dressing. That kind of gardening is not for me. On the other hand, I’ve got a nice and varied combination of indoor houseplants thriving in their pots (thriving at the moment, I should stipulate) and brightening up the house quite nicely. I often pick up the ‘distressed’ plants on clearance at the garden center or the plant show, just to see if I can keep them alive.
I suppose that makes me results oriented.
I am, indeed, all about the fabulous, juicy berries, the amazingly fresh herbs, the cascading masses of blooms, pups, babies, or whatever a plant puts out after it has been lovingly cared for and encouraged to do its thing. So I tend to stick with plants that I can grow, stuff I know will provide me with the results I am looking for, and that will, in the end, be worth the time and effort it took to get to that point.
I’m not always successful. There was the time last year when I drastically over fertilized everything in the house – and lost a good bit of it – because I didn’t pay proper attention to the instructions (that were clearly written on the back of the packet, as well as on the packet the individual fertilizer bottles were in when we purchased them.
And goodness knows, I tried incredibly hard to save all those poor plants that I had salted to their untimely death – what makes it worse in hind sight was the fact that I probably didn’t need any fertilizer that was alkaline, given the amount of minerals in our hard tap water. I pulled those poor things out of the dirt, soaked them in plain water for days and while they did not all perk up and manage to keep a lease on life, I did chuck out the ones that were wilted and brown and unsalvageable once I was absolutely sure that I could not save them.
Um, what is the actual relationship between your quaint little story about killing plants and actually closing sales?
If you are thinking this to yourself about right now, I forgive you. If you haven’t realized this is more a parable than an actual story about how to garden, or how to close a sale, then you probably need more than just forgiveness at this point.
There, I said it. You need help. Marketing, and ergo sales, is all about planting little seeds, or transplanting little seedlings, and then nurturing them until they turn into cash crops.
You have to be realistic about those crops, just like any good gardener. You’ll have some duds, some slow growers, some that are just too spindly and pale to actually support the fruit if you allow them to bloom.
You must be ruthless in deciding which little seedlings will stay and which ones will be yanked out by their poor little misshapen root balls and dumped, unceremoniously, into the compost bin, the rubbish pile or wherever you dispose of the ones that just were not going to work out, no matter what you did.
Is there a moral to this story? If so, will it be here soon? I have a bus to catch.
Nope, no moral to the story. Just a straight up tale about how you can’t win them all, and you need to qualify your prospects, just like you would your new shoots when they start sticking their heads up above the soil. Some will move on to the next round, and some will be voted off the island.
Right now you should, as a marketer, be focused on mobile as much as you can. It’s the best source of closed sales, lead gen, and all other things modern and moving that help you to put food on your table. More than 75% of all purchases are researched online, even though nearly 90% of purchases are still made offline.
If you aren’t taking advantage of owning your prospects via using a mobile platform, then you’ll be stuck lamenting the fact that Facebook, Google, or some other platform has killed your reach, splattered your conversions like a dropped egg on the floor, or otherwise caused you to have to struggle where you didn’t need to previously.
When you rely on someone else’s platform to control your customer data, you don’t really have any customer data, do you?
Developing a clear strategy for marketing and sales, deciding which leads are good ones, and nurturing those leads along until you can close the sale – harvest your hard work – is a tough job. Often we make mistakes and then the next thing you know we have some medium sized spindly bits that should not have been allowed to make it through the first cut.