So, we’ve had it backwards for years. We’ve been the aggressors. We’ve been the ones who have been going and trying to demonstrate that we’re interested in working with them when in fact, what we needed to be doing and what many smart agencies are doing today, is they are being interesting.
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– Hey everybody, Drew McLellan from Agency Management Institute. This week I’m coming to you from Orlando, Florida. You know, I was having a conversation this week with an agency owner who was trying to generate more leads, and what they were frustrated about was that they were being very clear with their prospects that they wanted to help them with their business. And I said, “The problem with that is, is you were demonstrating that you were interested but you had never been interesting to them. And until you’re interesting, it doesn’t matter how interested you are.” And so what I reminded them was when we go to the mall and we are in a store and we’re just browsing around, the most annoying person in the world is the salesperson who keeps trying to come help us and sell us something. You know why? Because we’re not interested yet so they’re not very interesting to us. But when we walk into a mall and we know what we want to buy, what do we do? We start looking around for a salesperson because we’re already interested, then they become interesting to us. And the way that translates in agency world is that you’ve got to get on your prospects’ radar screen. You’ve got to demonstrate when they come to your website or they listen to your podcast or they hear you speak at a conference, that you have something to say to them, that you are interesting to them, and then all of a sudden, they get interested. So, we’ve had it backwards for years. We’ve been the aggressors. We’ve been the ones who have been going and trying to demonstrate that we’re interested in working with them when in fact, what we needed to be doing and what many smart agencies are doing today, is they are being interesting. And once we’re interesting, that’s when we get to go to the next step because now the prospect is interested in what we have to say, in what we know, and in how we can help them grow their business. So remember, you need to be interesting until they get interested. All right? I’ll talk to you next week.