About Adams Hudson
A couple years ago, I had my semi-annual meeting with
consultants in what has half-jokingly become the “Secret Syndicate.” Fittingly
enough, we met in an Italian Restaurant reserved months in advance.
The waiter was incredibly attentive. Responded to half-empty
wine glasses with a silent, refilling flourish. Accepted the incredibly complex
request of one of our pickier Italian members. (He asked something like, “I
want al dente pasta, but don’t insult the prosciutto; I’ll know if you do.”) Our
waiter took pictures, making sure the lighting was right, and that my head was
actually visible in the photograph.
The meal was superb. Conversation and connection abounded.
Toasts and plans made. My standard writer’s Manhattan clinked gently as I
thought fondly of my departed family of writers who preceded me. For the
waiter, a well-deserved 20% on the $770 meal.
Then something happened. His unassailable customer service
shriveled against an idiotic policy. A small chink caused a fissure in the
evening, prompting conversation and shaken expectations. My marketing coach Dan
Kennedy often says, “Little hinges swing big doors.” Never more true.
After I had signed the check and calculated the tip therein,
my partner in conversation smelled the espresso. “Ahh, that smells great,” he
said looking up at the waiter, with check folder now in hand. “May I have a
said the waiter. Then he did the unthinkable. Before you click, can you
One of the biggest complaints I hear from contractors is, “I just need more leads.” And for the most part, the more leads you get the better. (There are negatives to “too many leads”, but I’m getting ahead of myself, which isn’t that hard to do.)
Anyway, absent the need for more leads, we’ll assume you’re getting leads at rate ‘x’ and converting ‘y’ to sales. Ridiculously, MOST contractors focus way harder on the ‘y’ (closing or conversion rate) than increasing ‘x.’
The trick to massive sales growth is . . .
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