Singles or Home Runs?

We’re coming up on Major League Baseball Opening Day. Spring time in America! You just can’t beat it!

There’s probably nothing more exciting in all of sports than to see a grand slam home run. The bases are loaded and the batter knocks it into the second level of the left field bleachers. There’s just something about that event that makes the rest of the game almost fade away. You’ll remember that play probably long after you’ve even forgotten the final score of the game.

So what?

Way back in an earlier life, I had the privilege and challenge of working with a company as the vice president and general manager of their computer distribution division. This was early in the computer business and all of us in the market were pushing and shoving and trying to differentiate ourselves. I was fortunate enough to work with a well-funded parent company, so we had the wherewithal to do some creative things–so, we did. Of course, we  were also competing many times with equally well-funded companies and that meant they were doing some of their own creative campaigns.

After trying several different programs, succeeding at some and failing at others, the president of the company challenged me with a baseball analogy (lesson?) that I’ve been applying ever since.

After a particularly costly marketing plan that did not achieve much, he said: “Dave, you’re really good at swinging for the fences with some of your campaigns, but I’d be much more pleased if you’d just give me consistent singles and doubles.”

He went on to say: “If you do that, we’ll make consistent progress and get more growth while the other guys waste their time and effort on their home run attempts.”

It’s a lesson I’ve never forgotten, even though it’s still in me to want to swing for the outfield bleachers.

As we work with clients, we challenge them to define their ideal client and that then leads to developing a more defined “go-to-market” strategy to best reach those ideal clients. While we’re not marketing experts, we are “go-to-market” experts. Meaning, that we take the “singles and doubles” approach to getting new business and keeping it. No fancy “home run” efforts. Just good old fashioned approach to improving batting averages by doing the right things consistently and repeatedly. This has proven over and over again to result in healthy growth without major investment in unproven marketing or sales efforts. Just the basics of getting a hit most of the time you step in the batter’s box. Which, by the way, happens every day.

So, when you go into work tomorrow, hit consistent singles and doubles. Forget expecting your team to hit home runs. Make sure everyone is doing the basics.

  • Call your prospects
  • Return phone calls
  • Be honest
  • Be consistent
  • Be dependable
  • Be reliable
  • Be responsible

Be the best batter – that’s the one who consistently gets a hit – not the one who occasionally hits a home run. That will grow your reputation and your business more than any other strategy.

Be blessed out there!

Dave