Now that the weeks of endless rain have stopped, I spent all day today detailing my car, something I'm a fanatic about. A while back I went to the expense of buying the proper equipment and supplies to do a truly professional job. It makes things a whole lot easier compared to working by hand like I used to. It made me think of the difference between working smart, i.e. using leveraged systems to generate leads, and working hard, i.e. using cold calling to generate leads.
I used to spend two straight days working by hand to remove defects from my car's paint finish, then follow up with the other steps necessary to attain a brilliant finish. Now I use a machine polisher and get the same, if not better results, in less than half the time and with maybe a fourth of the physical effort.
Think of how this relates to sales. People say "cold calling works." Sure it works, but it's like detailing my car by hand which is exhausting, stressful, and leaves me with sore shoulders for a week. Now that I have professional tools for the job, I get an even better result with far less effort. This is a great analogy for those who say "cold calling works." It may work, but isn't it exhausting and stressful? Why burn yourself out cold calling when you can use the proper tools, i.e. marketing systems, to get the same, if not a better result, with only a fraction of the effort? Why continue cold calling when cold calling takes up so much time and energy when you can use readily available tools to eliminate cold calling, free up a lot of time to close deals, and all with a better result than cold calling?
I love analogies, and I think this is a great one!