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When somebody you are chasing finally gives you their attention, don’t mess it up.

Before I discuss how this applies online leads, I’d like to tell you a story. A while back, I used to cold call to get clients. This was in the prehistoric age before you could use the internet to get leads. I also used to bang two rocks together to make a fire so I could cook my food in those days. Well, there was this one man that I used to call all the time. He was a technology executive at a big firm. I called and called and never got through the secretary. One day, though, I called him on a Sunday at 7 PM. He happened to be working and he picked up the phone.

I was so stunned to actually have gotten through.

“Eeeeh, is this Mr. Jenkins?” I asked.

“Yes,” he said, “Who is this?”

“Um, Sara Grillo.” (awkwardly)

“Oh, are you that Sara girl who keeps calling me? My secretary gives me the messages.”

“Yes, and I have something important to ask you?”

“Go ahead, but make it quick.”

Well, what happened after that isn’t worth saying. I totally blew it. I became tongue tied and choked and the pitch was as painful for me to make as for him to hear. Needless to say, I didn’t get the client and I never bothered him again out of embarrassment.

Getting a busy, successful person’s attention is 90% of the deal, but that 90% is something for which you don’t get paid. You only get paid when you close the deal.

Invest time hollering and hooting, but you need an airtight strategy for when you get some hits.