In conversations about sales, one doesn’t usually think of George Harrison. But the truth is that the Beatles’ lead guitarist actually has some solid words of wisdom when it comes to converting warm leads. His last No. 1 hit single, “Got My Mind Set on You,”may sound like dated courtship advice, but it’s actually the perfect road map for turning interested parties into loyal customers. ‘GOT MY MIND SET ON YOU’ George Harrison’s Sales Advice
special offers specifically at your warm list is a great way to cultivate lifetime customers.
‘IT’S GONNA TAKE PRECIOUS TIME’
The No. 1 mistake sales teams make is giving up on leads too early. If you dump a prospective customer because they hesitate on your first few attempts, you’re shutting the door on future profits. Depending on your business, leads that take months or even years to convert can more than make up for the time and effort you’ve spent on them. Customers won over this way are far more likely to stick with you.
‘I GOT MY MIND SET ON YOU’
The theme of the song is painfully straightforward: A lovestruck singer has his mind set on dating someone. While your mileage may vary on single-minded romantic pursuits, this level of unwavering dedication is a must for warm leads. Unlike the mystery woman of Harrison’s song, these people have shown interest in your business. To build toward a sale, you have to return the favor. Send personalized emails or newsletters, or pick up the phone and call them.
‘TO DO IT RIGHT’
‘IT’S GONNA TAKE MONEY’
The final conceit of George’s song is that there may be other ways to win a person over temporarily, but this is the right way. By remaining dedicated and spending the time and money to build your relationship, you can win over lifetime customers — no singing required.
As the first verse of the song suggests, building this promising relationship isn’t going to be cheap. If someone hasn’t already taken the leap to become a customer, they need some incentive to get serious. This is where free trials and giveaways are your best friend. Targeting these
Take a Break!
Miso Caramel Apples Inspired by Bon Appétit
4 Popsicle sticks
4 Granny Smith apples
2 tbsp light corn syrup
1/2 cup raw pistachios
1/4 cup heavy cream
1 1/2 tsp plus 1 cup sugar
1/4 tsp kosher salt
3 tbsp sesame seeds
2 tbsp white miso, divided
to a boil. Boil for 5–7 minutes, swirling infrequently, until caramel is a light amber color. 5. Add cream and salt to caramel, whisking to combine. Transfer to a large mixing bowl and quickly whisk in remainingmiso. 6. To assemble, first roll apple in caramel, then in pistachio mixture, before resting on greased baking sheet. 7. Let cool 30 minutes and serve.
1. Heat oven to 275 F. 2. In a food processor, pulse
pistachios and 1 1/2 tsp sugar. Add sesame seeds and 1 tbsp miso, pulsing until miso is fully broken up. Spread evenly on a rimmed baking sheet. Bake for 15–20 minutes and let cool. 3. Meanwhile, insert a Popsicle stick into the center of each apple. 4. In a saucepan, bring corn syrup, 1 cup sugar, and 2 tbsp water
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