Good Morning!
Have you ever worked for a company where someone came up with the idea to put out a newsletter? Picture that meeting:
Cheery, annoying idea-generator: “Hey! I think we should put out a newsletter every month. We could include fun information and get input from different departments.”
General consensus/reaction: “Great idea! Let’s do it!”
And so, a committee is formed and they set out to generate their first newsletter…which was also their last newsletter because they figured out what countless other well-intentioned newsletter-generating do-gooder’s have already discovered: they are a lot of freaking work and as such, people really make a second newsletter.
Or how about the time the boss/manager wants to hold a regular—weekly or monthly—sales meeting. A date is set for the first one and naturally, it starts late. There is an agenda but generally speaking it’s information that either people knew already or could’ve assimilated from an email.
There is no second sales meeting.
And how about marketing? Ever heard a conversation about creating a marketing campaign? Ever seen any follow-through or a subsequent marketing campaign to support the first one?
Probably not.
Just like prospecting, what’s important is diligence and consistency when it comes to internal meetings or marketing efforts. Perhaps it’s just human nature, but the “one and done” habit affects us all.
The most important newsletter is the second one you send out.
The most important sales meeting is the second one you plan and hold.
The most important marketing piece is the second one you create.
As you’ve heard me say in the past, 90% of all first-time sales calls go without a follow-up. I suspect this is true for these initiatives as well.
Commit to a second round at the onset or don’t bother.
