If your service was a product, what store would you call on?
For 40-something years, my dad was a furniture manufacturer’s representative, which had him calling on furniture stores across a 6-state territory 3-4 days out of the week.
My brother and I would often travel with him in the summers
Eating at fancy restaurants with him and his clients at night
And bored out of our effing minds during the day
The closest thing we had to an iPad was an Etch-A-Sketch
Naturally, I resented the job that took him so far away from us for so many days out of the year
But now, in a small, small way, I’m a little bit jealous simply because …
He knew exactly who to sell to:
Stores that sold contemporary furniture
Outdoor furniture stores or indoor, department stores, restaurant chains
So long as they sold contemporary furniture anywhere in Texas, Oklahoma, Alabama, Louisiana, New Mexico or Arkansas
And had the budget to buy literal boat loads of it
He did not call on baby furniture stores, antique furniture stores, grocery stores, auto parts stores
Only stores that sold contemporary furniture
He was niche, before there was niche
Which begs the question:
Do you have a “store” to sell to?
And a buyer to call on?
And lest we forget …
Do you have a specific product that they must have in order to bring in revenue?
I know, I know:
Simple by design, hard by execution
But if you can fill in those blanks
You can build consistent revenue
Selling something your prospect doesn’t have to think twice about whether or not they need what you sell
And neither
Do you.
I’m here,
Kevin
P.S. In case you’re curious, today’s subject line was inspired by one of my all-time fave ad campaigns that could just as easily used some of the polaroids from our old attic