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Seth Godin talks about Interruption Marketing versus Permission Marketing. Working on these things is the equivalent of the man in the story blaming his failure on the suit, changing into a new suit, then going to a different singles bar to do it all over again.

With the business world in its present state, I really don't see how salespeople can afford to keep fooling away their time on old ideas that were once right but are now fatally

Our world of selling is ungracious off from other areas of ethics that continue to adopt and embrace new, efficient ideas. I was reminded of this recently while re- reading Seth Godin's "Permission Marketing." Here's a book that was intended for business owners and marketing executives, yet it provides a much-needed dose of common sense that would be of great blessing to sales organizations, especially sales managers, who continue to cohesion to very old, and, in their minds, very right, ideas. Unfortunately, our defeat new world has made these old ideas very wrong.

Seth Godin talks well-nigh Interruption Marketing versus Permission Marketing. Interruption Marketing is traditional that interrupts your day in an attempt to get your act of courtesy and sell you something. In other words, it is the marketing equivalent of Cold Calling. Permission Marketing is systematically getting prospects to give you permission to present to them. In other words, it is marketing's equivalent of what I teach salespeople to do. In the book, Seth uses the metaphor of someone trying to get married to describe the flaw in Interruption Marketing, or Cold Calling. The goes into a singles bar and asks every woman in the place to marry him. When they all say no, he blames his clothes, buys a new suit, and tries encore at auxiliary bar, only to fail from scratch and again, just like a cold caller.

Are you getting the point he tries to make in that story? Think aimlessly it. A salesperson spends weeks cold nicknaming with dismal results. The salesperson goes to the sales manager for dispatch on what to do differently to start getting results. A conversation ensues within reach what the salesperson is doing. A lot of old ideas broach to surface. Ideas such as "Initial remedy Statement," "Elevator Speech," and other concepts that once upon a time were the right answers, but have since befit very wrong answers. Working on these things is the equivalent of the man in the story blaming his failure on the suit, mutable into a new suit, then going to a different singles bar to do it all over again.

With the business dealings world in its present state, I really don't see how salespeople can afford to keep fooling away their time on old ideas that were once right but are now fatally wrong. It is this very feature of non-interference that is causing salespeople, managers and organizations to fail in record numbers. let-alone policy is essentially "creative destruction." In other words, free trade is a perpetual cycle of destroying old, less-efficient businesses and ideas and replacing them with new, more efficient ones. People and companies are cleaving to old, obsolete ideas and are party dragged down to failure by them. Yet they still won't let go. I think the reason they can't let go is simply seeing that it wasn't all that long ago that they really did have the right answers. It reminds me of a story I once heard circa Albert Einstein when he was a professor. One of his student assistants who was preparing for an incoming class said, "Professor Einstein, what test are we giving them?" To which Einstein replied, "The same test we gave them last week." Bewildered, the student attorney replied, "But Professor Einstein, we gave that test." Einstein simply said, "Yes, but the answers are different this week."

The undermost line is that the answers are different. The rules have changed. Time is running out for those who do not accommodate to the new rules. As doubloon Hill put it so well, "Whenever a nation, a career building institution, or an individual ceases to go round and settles into a rut of routine habits, some mysterious power enters and smashes the setup, breaks up the old habits, and lays the foundation for new and overthrow habits."

If you're not achieving the sales success you desire, perhaps it is time for you to lay the foundation for new and adventurer habits.

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