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Don’t put all your marketing eggs in one basket


In sales, you should keep your options open. Don't invest all your time, money, brainpower, and other resources into one specific phone script, one prospecting method, or even just one product or service.

We even summed it up in one of our Sandler Rules: A Winner has Alternatives, A Loser Puts All His Eggs in one Basket.

The same thing is true in marketing! Maybe you've been frustrated with Facebook, Google, or some other marketing tool or platform when they make changes. Ever seen anyone complain online about those changes?

The problem isn't the change itself. It's that those people weren't prepared for the change. Whether they were using it for personal or marketing reasons, they had put all their eggs in that one basket and weren't happy when they couldn't use it the same way.

But the reality is that marketing tools and platforms change all the time! Google is a great example. They are constantly tweaking their algorithm to better serve their users. Are you relying on your search engine traffic for all your marketing leads?

If so, you need to diversify your marketing! Of course, you should do it intelligently. Ask yourself the following questions when considering a new marketing tactic, platform, or channel:

  • Why would I need this platform?
  • What will it help me accomplish?
  • How will it bring me more or better business?

If you have a clear answer to those questions with a clear next step, then go for it! Of course, you do want to make sure you're going to make ongoing, consistent use of the tool, tactic, or platform. Don't bite off more than you can chew and don't be afraid to bring in help when you need it.

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Mike Crandall​​

Mike Crandall

Sandler Custom Growth Solutions

Mike Crandall is a Speaker, Consultant, Coach and Trainer focused on Sales, Management, and Leadership Development.

He's also the owner of Sandler Custom Growth Solutions, a world leader in innovative sales, management, and leadership training. They offer consulting, coaching, and training for individuals and organizations serious about professional development and growth.

Mike is the author of "Motivational Management The Sandler Way" and has written a sales column for several years.

Tim Priebe​​

Tim Priebe

T&S Online Marketing

Tim Priebe is a public speaker, author, columnist, and the owner of T&S Online Marketing. He helps businesses that are worried they don’t have the expertise or time required to invest in doing their own digital marketing. He helps them plan where and how much to invest and often helps execute the plan.

Tim’s company helps with websites, social media, blogging, email newsletters, Google rankings, and online video. Tim is the author of several online marketing books, including "102 Tweets," "Blog a Week," and "Online Marketing Mindshift."