Groundhog Day

I hope you had a joyous Groundhog Day! (It was last Tuesday, in case you missed it).

Truth be told, I can live without the holiday.

But I love the movie.

Weatherman Phil Connor (Bill Murray) wakes each morning in Punxsutawney, PA for a Groundhog Day do-over. 

On each of these days, Phil runs into an old high school classmate – Ned Ryerson.

Phil is in no mood to chat. But Ned wants to pitch products.

“Have you ever heard of single-premium life? Because I think that really could be the ticket for you,” Ned says, day after day after day after day…

(Here’s a video clip)

Then on one do-over day, Phil is ready. Before Ned can utter his pitch, Phil levels him with a right hook.

Way to go, Phil!

Like Phil, sometimes I just want to rear back and slug a Ned.

Don’t you?

All of us know some Neds. We meet them at networking events. They cold-call us. They lob unsolicited pitches. They tell us they have “the ticket” for us — when they know nothing about us. 

But I’m NOT writing this to encourage you to slug someone at your next networking event.

I’m writing this to urge you to look inward.

Deep down, we all have an inner-Ned.

Remember that time you pitched products or services to someone without knowing whether they had a need or desire for what you were selling?
That happened because your inner-Ned escaped.

Smart marketing is about connecting you with the RIGHT people — those who want and need what you’re selling.

If you chase someone who doesn’t want or need what you’re pitching, you’re not selling; you’re annoying.

Keep your inner-Ned in his cage. Gather intelligence about your prospects. Focus on those who need what you’re selling. Pass on those who don’t.

You can do this by employing marketing strategies and tactics — such as tracking who engages with your emails — to identify your real prospects.