You've got to sing like you don't need the money

You've got to sing like you don't need the money

You've got to sing like you don't need the money

By John Jantsch

The title to this post is a lyric to an old Guy Clark song
that I happen to think best demonstrates one of my long
held marketing principles.

Generate more leads, more opportunities, more clients
than you can possibly serve, and then raise your prices.

Here’s the theory – If I have more demands on my
time than I can meet. I can look someone squarely in
the eye and name my price, because I don’t “have” to
get the order.

I suppose I learned this idea by trial and error but now
I use it to incrementally raise the price of any new
product or service I launch.

Okay, another very practical reason for the “keep
generating leads even when you don’t need them”
school of thought is that it allows you to work only
with clients you enjoy.

Too many business owners find themselves enslaved
by maniac clients that rob them of their value. Just
say no can apply to marketing too.

Lastly, and coming back around to Guy Clark, nothing
is more appealing than security. If a potential client
sniffs even a whiff of desperation, your selling effort
will move away from your terms and you won’t have
the guts to name your price.

So, the moral of the story? No matter how much
business you think you have, no matter how many
times the phone rings in a day, keep generating
new leads and opportunities.

The only way to demand more for the same effort
is to create more demand for more or you. And then,
sell like you don’t need the money.


How to Build an Effective Referral Program
You spend a lot of time and energy winning over new business, and once you’ve gotten that prospect to convert, you work hard to create a positive customer experience. Rather than going out and trying to find brand new customers all over again, it’s much more time- and cost-effective to turn to the customers you […]
Five Tips That Make Asking for Referrals Less Intimidating
Asking for referrals can be tough. It can feel like you’re being pushy or imposing on someone’s time. But in reality, the majority of happy customers are more than willing to give a referral when asked. While the first hurdle in asking for referrals is getting over your own insecurities or mental blocks associated with […]

Subscribe to the Duct Tape Marketing Podcast

If you know your small business needs marketing, but don’t have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive.

Grab 7 Steps To Marketing Success

This eBook has been downloaded and used by thousands of business owners and marketers to use as a blueprint for marketing success. Start building your marketing system today!
x