Speed matters

It seems too obvious. Too common sense. But according to Mark Twain, "Common sense is none too common." So here is evidence common sense is right: if someone contacts you for business, and you want their business, the clock is ticking rapidly.

A recent MIT study that my friend Benoy Tamang gave me, found that on the Internet if you get an inquiry and you call them within 5 minutes, you have more than 20 times the chance of landing their business than if you wait 30 minutes. Wait a day and you wasted your money.

One November a guy told me of a chance to sell real estate in Switzerland. At the same time several major real estate companies were presented the same opportunity. I'd never sold real estate and knew nothing about Swiss law but it seemed like a great opportunity.

By the end of December I'd videoed the properties, videoed myself explaining the deal, edited it, made a one hour sales video detailing the offer and benefits, and had sold more than 400 people the video for a $100 each.

By the end of January I had a list of more than 100 prospective and qualified buyers willing to pay their way to Switzerland to meet my sales team for a tour.

By the end of February I had the team in place including the Swiss property lawyer.
In March we started meeting groups in Geneva for one week buying tours.
By May we'd sold every unit.
By the end of June we'd closed on $20+ million in Swiss condo properties in the Valaise Valley.

I made the decision and got to work immediately. The major real estate firms arrived in Switzerland in May, ready to complete their "due diligence." The looks on their faces was priceless.

As Andy told Red, "Get busy living, or get busy dying." So much of business success is speed to the market. The guy or gal who can get a project completed this week is rare. Most take a week to clear their throat. A month or two to get board approval to investigate.

This all leads to the. . .

Marketing gem of the day: About right now is better than exactly right later. Marines and marketers adapt and improvise on the move.

Thought for the day: "If ignorance is bliss, why aren't more people happy?" Thomas Jefferson