It was 114 degrees yesterday, here in the Arizona, and I know people say it’s a “dry heat” but that does not seem to console me…it’s hot. Simple errands seem to drain you, suck the life out of you even. For example in this time of the year all the trees are dropping their pods full of seeds. Although the animals welcome the food, they quickly make quite a mess. So there I was at 6:00 am (102 degrees) picking up pods in my yard before it got hot. How ironic that the trees are dropping seeds when we are in the hottest part of the summer, where’s natures wisdom in that? Actually it is smart because when the pods fall they are baked in the desert sun and they crack open allowing their seeds to fall into the earth. When the rains return, the seed is now in an environment to take root and grow.
I was thinking about the wisdom in this as it relates to what we as business people must do when our market becomes dry and the heat is on to hit our numbers. The Bible is very clear we are to “SOW” in these times. What does it mean to “SOW”? At Dictionary.com the definition is;
|1.||to scatter (seed) over land, earth, etc., for growth; plant.|
|2.||to plant seed for: to sow a crop.|
|3.||to scatter seed over (land, earth, etc.) for the purpose of growth.|
|4.||to implant, introduce, or promulgate; seek to propagate or extend; disseminate: to sow distrust or dissension.|
|5.||to strew or sprinkle with anything.|
The Bible has a number of lessons about sowing. It is very clear we are to;
“Sow in the midst of suffering”
“There may be no fruit now, but the grains of love and faithfulness you have scattered will produce a rich harvest”
“Let your eyes be on the field which you reap”
“Each will receive what he has earned.”
If you feel your market has dried up, it’s time to start sowing. Ironic however that I see a number of companies doing just the opposite; cutting back on marketing and sales travel. Market leaders are taking this time to sow.
As I explore this deeper it is often the result of not having and understanding of what marketing and sales activities actually produce fruit and what are just “ Activities”. To ensure you are sowing to produce the greatest harvest the first thing you must do is understand how your buyers buy. What makes their soil fertile, and what causes the seeds you plant to be washed away? What marketing initiatives are you doing today that are falling among the rocks and will never take root? What marketing and sales activities are you doing today that are falling among the thorns only to have sales spend time on them as “good leads” only to have the life choked out of them before they produce fruit?
The key is to know your market and more specifically your buyers.
How about your company…
How well do you know how your customers shop for your product?
What do your buyers use as buying criteria?
Where do your buyers go when they have a problem they need solved?
Who are the key influencers that impact your buyer’s ability to purchase today?
Answer the above and compare the answers to what your team is currently doing and you will be well on your way to a bountiful future harvest.