1.
Top 10 Excuses
For Not
Marketing
And by “top”, we
mean LAME

2.
Let me save a few of you a bit of time. If you
have more opportunities in the pipeline than
you can handle, no need to continue. If you
know for certain that you will blow through
your sales goal, no need to continue. If you
regularly have prospects contacting you
asking for an opportunity to meet, no need to
continue.
They rest of you need to continue.

3.
You can have
RESULTS
-or-
EXCUSES
not both

4.
Our market is different,
marketing doesn’t work here
10

5.
Our market is different,
marketing doesn’t work here
10
Um, no it’s not and yes it does

6.
Our market is different,
marketing doesn’t work here
10
Um, no it’s not and yes it does
We hear excuses all the time how an
idea/strategy won’t work in a particular market
because it’s so “unique.” Sure, each market has
slight differences but not to the point that basic
business strategies don’t apply.
The reality is that it’s the excuse-maker imposing
their lack of willingness to do something on the
market as something the market won’t accept.

7.
Our prospects don’t use
social media
9

8.
Our prospects don’t use
social media
9
Wouldn’t you have to show up to
know?

9.
Our prospects don’t use
social media
9
Wouldn’t you have to show up to
know?
As a whole, our industry doesn’t effectively use
social media as part of their marketing strategy.
The industry’s LinkedIn Social Selling Index (a
measure of effectiveness) typically hovers in the
teens (out of a score of 100). Yet, one of the most
active groups on social media is one of the top
influencers within your prospects’ businesses:
HR professionals.

10.
This is a relationship business-
nobody looks for a broker online
8

11.
This is a relationship business-
nobody looks for a broker online
8
But, they definitely search for
help they aren’t currently getting

12.
This is a relationship business-
nobody looks for a broker online
8
But, they definitely search for
help they aren’t currently getting
Because they likely receive three cold calls a day
from brokers, buyers may not be out actively
searching for a broker. But they are definitely out
looking for help in areas for which their current
broker isn’t helping. Want proof? Look at the next
slide. Every spoke is a common search buyers are
making related to employee benefits.

13.
AnswerThePublic

14.
I’m just not creative enough
7

15.
I’m just not creative enough
7
That is one creatively lame excuse

16.
I’m just not creative enough
7
That is one creatively lame excuse
Quit worrying that you may not be clever enough,
funny enough, witty enough, or whatever other
’nuff hangs you up. Buyers aren’t looking to be
entertained, they are looking for insights and
information that is relevant to their situation.
And, don’t think that any idea/insight is too basic.
Quite often that is EXACTLY what they need.

17.
What if a prospect doesn’t like
what I say and it turns them
away?
6

18.
What if a prospect doesn’t like
what I say and it turns them
away?
6
What if you didn’t share and they
became a (misaligned) client?

19.
What if a prospect doesn’t like
what I say and it turns them
away?
6
What if you didn’t share and they
became a (misaligned) client?
Just as important as ensuring you attract the right
buyers is filtering out those who aren’t a good fit.
The last thing you want to do is to be spending
sales time with time wasters or, even worse,
taking on toxic clients and/or clients who will
never appreciate you, your team, or your ability to
advise them to better results.

20.
We’ve tried marketing 3 different
times for a month each - nothing
5

21.
We’ve tried marketing 3 different
times for a month each - nothing
5
If you’re tired of starting over,
stop giving up

22.
We’ve tried marketing 3 different
times for a month each - nothing
5
If you’re tired of starting over,
stop giving up
It does take time to get the marketing machine up
and running. And, it can be frustrating to feel you
are putting in great effort but seeing no tangible
results.
But, now more than ever, this effort just isn’t
optional. Marketing, just like servicing existing
clients and selling to new clients, is a critical, daily
function of running a successful business.

23.
We don’t want our competitors
to know our “secret sauce”
(sshh, it’s our service)
4

24.
We don’t want our competitors
to know our “secret sauce”
4
There are no secrets.
Besides, the more you give, the
more you get

25.
We don’t want our competitors
to know our “secret sauce”
4
There are no secrets.
Besides, the more you give, the
more you get
It’s true, you have no secrets. But, it’s also true
that most of your buyers aren’t simply looking for
new ideas. More than that, they are looking for a
partner who can help implement those new
ideas. The more you give, the more you share, the
more you will be seen as the obvious partner with
whom buyers need to be aligned.

26.
I just don’t have enough time
3

27.
I just don’t have enough time
3
Of course you do!! You’re just
choosing to spend it elsewhere

28.
I just don’t have enough time
3
Of course you do!! You’re just
choosing to spend it elsewhere
Time is finite. There is no making time for
marketing, there is only prioritizing time for
marketing. If you can look at your calendar and
tell me you don’t have 15 minutes/day or a couple
of hours a week where you are doing things that
would be better replaced with marketing
activities, I’ll give you a pass.
I don’t expect to hand out many passes.

29.
My sales suck, profit margin is
down, pipeline is empty – I
just can’t afford it
2

30.
My sales suck, profit margin is
down, pipeline is empty – I
just can’t afford it
Let’s read that again

31.
My sales suck, profit margin is
down, pipeline is empty – I
just can’t afford it
2
You can’t afford NOT to!!
Marketing = 1st step of sales process

32.
My sales suck, profit margin is
down, pipeline is empty – I
just can’t afford it
2
You can’t afford NOT to!!
Marketing = 1st step of sales process
In today’s online world, by the time a buyer is
willing to meet with a salesperson they are
somewhere between 60% and 90% of their way to
a buying decision. If you want to have any chance
of influencing a majority of the buying decision,
you have to commit to marketing.
More and more, no marketing = no sales
opportunities

33.
Prospects will NEVER
contact a seller
1

34.
Prospects will NEVER
contact a seller
1
How many of you have contacted
us because of our content?

35.
Prospects will NEVER
contact a seller
1
How many of you have contacted
us because of our content?
We regularly get a call/email from an agency interested
in our marketing services. They'll say, "I've been
reading your stuff and love what you say/share. Can we
set up a time to learn how you might help us grow?"
When we talk, we'll explain how marketing that speaks
to the needs of your prospects will result in the
prospects calling you. We’re met with disbelief at this
idea: "That sounds great, but there is NO WAY a
prospect is going to call a salesperson."
Um, you are the one that called/emailed us.

36.
You have a choice. Continue holding on to lame
excuses or commit to kickass results.
As final motivation, once built (internally or with
an outside marketing partner), your marketing
machine will be working for you 24.7.365