"It Is Never Too Cold Or Too Hot"

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by Joe Bonura, CSP


It Is Too Cold.

It is January, and I am in my sunroom watching a great blue heron perched on a log in the lake in my back yard. He has been sitting there for the past hour; I am amazed at his patience. Doesn't he know that it is too cold for any fish to pop to the surface for his lunch? He keeps focusing his attention on the water.

What Do I Know?

He just dipped his head in the water and came up with the morning's meal. His patience and his instincts have paid off. He did not fly up and down stirring up the water; he did not peck at the water in hopes of catching a fish; he knew that if he sat there long enough, something would swim by. He knew his territory.

It Is Too Hot

My reaction to the Heron reminded me of earlier this summer, when my grandson Isaac asked me to go fishing. It was a hot summer day, and I knew that the fish were not going to be biting, so I told him that if he wanted to go for a boat ride, he could come now, but if he wanted to go fishing, we had to wait until the sun went down and the water cooled off.

Do It Now

When he insisted that he wanted to go immediately, we went fishing in the 90-degree temperature. I was concerned that he would be disappointed. Sure enough, ten minutes after we cast our lines into the water, he said, "Popsy, I think my lure is caught on a log." When the line started to move past the front of the canoe, I said, "Isaac, logs don't swim; I think you have a fish on the line." Five minutes later he reeled in a six-pound, large-mouth bass -- larger than any fish that I have caught in the lake!

Do Not Prejudge the Outcome

The lesson I learned from the heron and from Isaac is to not judge the outcome before making an attempt. If the heron had given up, he may have eventually starved to death. Similarly, you as a sales person, might prejudge whether or not you should "throw your line in the water."

Yes, You Can

Recently, I was with a media sales representative, and we passed a dry cleaning establishment. I suggested that we might call on them to which he replied, I don't think that we can. I asked why, and he said that someone else from his company might already be calling on them. I recommended that we call on them anyway, and he ended up with a new advertiser.

Fear of Rejection

Why are sales people always looking for a reason not to call on a prospect? It is fear of rejection. It is better to be rejected while trying than to do nothing, and to be rejected by inaction. When you at least try, there is the possibility of success. When you do nothing, there is the possibility of nothing. A friend of mine once commented that he would rather be doing something for nothing, rather than nothing for nothing.

Go Nuts

I am now watching a squirrel chomping on a nut as he sits on a branch. The squirrel is eating a nut that he buried during the fall. If he had not gathered the nuts when the time was right, he too would not make it through the winter. We learn so much from observing nature, and the practical applications are endless.

Harvest What You Plant

Most of the business that I have today comes from seeds that I planted in the past. When someone says yes, it is because of the many times that I have followed up. Just as the heron was vigilant, you must be patient and persistent, and just as my grandson was ready, you do not have to wait until the timing is perfect. It may never be perfect, so some action will always lead to some result, hopefully, a positive one.

Sit patiently and cast your line in the water.

© 2013 Joe Bonura & Associates, Inc.


To see Joe and hear one of his favorite selling tips, follow this link to a video he created to share with folks who are interested in making more sales, or finding a job:



Joe Bonura would be pleased for you to reprint the article text free of charge (non-exclusively), but asks that you include his name and contact information:

Joe Bonura
Joe Bonura & Associates, Inc.
Website: www.bonura.com
407 Landis Lakes Court
Louisville, KY  40245

(502) 553-1746 phone

E-mail: joe@bonura.com

About Joe Bonura

His background is unique. Joe owned and operated a highly successful advertising agency for 18 years. During that time, he found his advertising campaigns were more effective when he educated his clients in the areas of sales and service. He conducted training seminars for his clients as added value. Word spread that Joe was a quality speaker and more and more people asked him to speak. The demand became so high that he sold the agency to three of his associates to start his own speaking and consulting company, Joe Bonura & Associates, Inc.

Joe is past President of the Kentucky Speakers Association and a Certified Speaking Professional (CSP), a prestigious designation earned by only 8% of the 3,600 member National Speakers Association. Joe presently serves on the board of directors of NSA.

He is author of the audio learning systems "Three-Dimensional Selling®" and "Turning Customer Satisfaction Into Customer Excitement®." He is author of the book Throw the Rabbit—The Ultimate Approach to Three-Dimensional Selling.




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