What brought you here today?

I was talking with a marketing director from another home building company the other day. We were joking about the traits of sales people.

For some reason, a lot of sales people can tell you in depth details of a prospects life but don't have a solid answer on what brought the prospect to the door that day.

After all, spoiling a nice conversation by asking a tough soul-baring question can really ruin the mood, doesn't it?

Which, makes marketing's job much harder because guessing what we should be spending our money on is based on 1) a gut feel or 2) a dartboard.

I/you/we spend a lot of money advertising our message. Some channels are dead. Some are underutilized.

Get your sales team to ask "what brought you hear today" and adjust your spending accordingly. You're guaranteed good results.