How effective would a football team be if they only ran one play? Even the New York Jets would figure out how to defend against it … eventually. Most salespeople run one sales campaign. The problem is that when your entire sales strategy depends on one source of business, you’re vulnerable. One slow month, one delayed project, or one lost account can throw everything off track. That’s why I encourage salespeople to think more like GEICO. Stay with me.
When Warren Buffett acquired GEICO in 1996, he built an advertising machine. Over the years, GEICO has launched dozens of campaigns concurrently. There’s the caveman, the gecko, Maxwell the Pig, and “15 Minutes Could Save You 15%.” Each campaign targeted a different audience and delivered a different message. The result? GEICO became one of the most recognized brands in America.
Why does that matter to us? Because no single sales message resonates with everyone. Different prospects have different needs, different motivations, and different timing. If we want consistent sales growth, we need multiple campaigns running simultaneously. The goal is simple: generate activity, create opportunities, and close sales.
Here are seven sales campaigns every salesperson should consider running at the same time.
1. The General Campaign
This is the campaign most salespeople already have. It’s the catch-all category for referrals, networking contacts, inbound inquiries, and random opportunities that appear during the course of your week. Maybe you’re driving past a company you’ve never noticed before. Maybe you read something in an industry publication. Maybe someone hands you a business card at a chamber event. Whatever the source, these opportunities enter your normal sales process.
Read this full article on Printing Impressions, a publication of PRINTING United Alliance, ASI’s strategic partner.
