| Many years ago I was sitting in a big hall, with a | | | | The second half of the acronym is LOA - Law Of |
| lot of people, listening to a famous speaker, | | | | Averages. |
| salesman, and marketer named Larry Thompson. | | | | It works like this; if you sell widgets and make |
| He said that there is a little state in Mexico called | | | | $100 for very one you see then have a profit |
| Sinaloa and that before we left that room we | | | | number to work with. |
| would lock that into our brain and never forget it. | | | | If you're going door to door then, if you have a |
| I thought, "Oh yeah, as if!!" but more than a | | | | good product, a normal sort of outcome is that |
| decade later I still remember. | | | | for every 10 doors you knock on 3 people are |
| It represents one of the most basic lessons in | | | | likely to agree to look at what you offer. |
| sales that anyone who is going to sell anything, or | | | | If you then present to those 3, and do it well, |
| who works with marketing, needs to know. | | | | then you are likely to make 1 sale. |
| He said it is the name of a town but also an | | | | Now the question - If you make one sale that |
| acronym, S.I.N.A.L.O.A, It stands for Safey In | | | | day then have you made $100 on the sale or |
| Numbers And Law Of Averages. | | | | have you made $10 from it? |
| What does it mean? It means that you will never | | | | It you need to knock on 10 doors to get enough |
| be secure in sales if you do not have numbers | | | | prospects to be able to make 1 sale then |
| working for you rather than against you. | | | | knocking on 20 doors you are expecting to make |
| If you need to do 5 sales a week you have really | | | | 2 sales, $200. If you think about this and realize |
| good people to talk with then talking to 5 may | | | | that final profit is directly related to the number |
| give you the results you need but ..... if just 1 | | | | of doors you knock on. You need to knock 10 |
| person does not go forward then you fall short | | | | doors to make $100 then you are actually getting |
| of your goal. | | | | $10 per door. |
| If you expect everyone to buy from you but | | | | You knock the first door and they say "No, we |
| you still talk with 10 then you only need half to | | | | already have one". |
| commit and you will achieve your numbers. | | | | You say "Thank you for the $10". |
| If you want to be successful you need to have | | | | You knock on the second door and they set up a |
| lots of prospects, lots of people to talk to, lots of | | | | time to look. |
| people thinking about what you are offering and a | | | | You say "Thank you for the $10". |
| lot of people who are seriously considering taking | | | | You knock the third door and they yell at you |
| what you offer. | | | | and call their dog to attack you. |
| It gets back to the old adage, "the harder you | | | | As you run out the gate you say "Thank you for |
| work the luckier you get." | | | | the $10". |
| Jim Rohn, the motivational philosopher, says "If | | | | This is the Law Of Averages. |
| you're the best salesman and you close 9 out of | | | | These two things are very basic and we are all |
| 10 people you talk with, and I'm new and I close | | | | familiar with the idea but we need to keep them |
| 2 out of ten, then we can have a competition and | | | | close to our heart if we are going to be |
| over a month I'll beat you. Why? Because I'll talk | | | | successful in the long term. |
| to more people than you do. If you talk to 10, I'll | | | | A little state of Mexico, SINALOA, that few of us |
| talk to 100, you'll get your 9 and I'll get my 20." | | | | will ever visit, is a guide to us in a career in sales |
| This is what Safety In Numbers means. | | | | and marketing. |