When have you bought something?

Example 1: The other day I was trying to fix a sprinkler. My results were mid, then I saw a truck at my neighbors house with a phone number.

1. I was not in the market for sprinkler repair until that day. 2. I was too busy to make a market comparison, seeing that my neighbor did it was enough.

Example 2: I was thinking about refining my mortgage this year. My current servicer called me one day with an offer. It was a competitive but not t optimal deal, but the lady on the phone signaled to me she understood my values and would get it done.

That’s what you are looking for with outbound, people who are in need, willing to part with cash, but probably not shopping for the thing.

This is why cold calling works and why volume is so important. You aren’t trying to persuade people who aren’t interested, but trying to find those who are.

The biggest fear of people with money is not spending money, but that what they pay for won’t work out.

This is the crux of Michael Dell’s big lesson as a teen that lead to the creation of dell computers. dell had a summer job in high school selling subscriptions to the Houston paper. He realized that the two groups of people most likely to buy were newly weds and those who recently moved. He paid his friends to scour the local marriage certificates and real estate rolls to see who met those qualifications and called only them. He claims to have made more in his summer job than his teachers made all year and paid cash for a new BMW.

Which means the outbound sales isn’t the first problem - it’s lead generation. How do you find a group that is more willing to purchase given the limited time you can spend on it?