In 1998 I was selling coupon advertising to local businesses. I remember walking in to a beeper store (remember those?) where they sold beepers, brick sized cell phones and accessories. I spoke with the owner and after about 30 minutes he signed up and he became a client, or so I thought. Before I left he stopped me and said “Byron, I only try a new advertising medium once and then everyone will know I am here. I will cancel after my first mailing, I just thought you should know”.
As a young and competitive sales rep, I wanted to ignore the comment and go back to my office and boast about my 4 sales on that day. I was at the door to leave with check in briefcase when I turned around and walked up to his counter. I asked him to explain his reasoning and to tell me how this had helped him up to this time. He went on to tell me that in his 6 months in business this was a strategy he had implemented and one he knew would pay off in the long run.
In the best way I knew how at the time, I explained the importance of being consistent when marketing. We didn’t see eye to eye on the matter. I returned his check and cancelled the agreement on the spot. A few months passed and I was prospecting in the same area so I decided to make a stop by his store. He was out of business.
I don’t know all of the reasons why his business failed but I do know that his “marketing” plan was horrible. I am certain if he ran his business the way he ran his marketing, the shop was doomed from the day the doors opened.
Regardless of what we are selling, beepers or mortgages, a “One Time” mentality is not good in marketing. It is better to save your money than to try something once and hope it pas off. Consistency is a crucial part of establishing a winning marketing strategy.