Build Sales With The Law of Large Numbers

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As a seller or a businessperson, when you adopt a large numbers mentality something amazing happens.

In a word, you become unstoppable.

Let me give you a personal example.

A few months ago, I decided to write a book that I had really been dying to produce. Usually, I’ll market a book by writing a sample chapter or two, and then I’ll shop it to various publishers.

If someone bites and makes an offer, I’ll go ahead and compose the remainder of the text. But in this case, I decided to simply go for it.

I wrote the entire book, and then I committed to a Large Numbers campaign. I simply knew that if I worked aggressively enough, I’d find the right outlet for it.

I contacted 50 or more publishers and sent proposals to about 26, and I sold it to one with which I had no prior experience. In fact, if I had simply queried “the usual suspects, " I might not have ever pitched the publisher that bought the book.

I can’t tell you how strong I felt as I moved through my list. I just knew it would sell because I was committed to carrying on my campaign until it did. As it happened, the book sold very fast—within three weeks of the first call I made.

The point is that heaven and earth are moved whenever we truly commit to achieving anything. With a Large Numbers mentality, we do something even better than committing.

We also adopt a strategy to make our objectives become realities. Once you know that you’ll contact as many people as it takes to reach your sales goal, you’re really home free.

The problem with many sellers is the “toe in the water" syndrome. They edge up on a prospect or two, and if they are encouraged, they feel better about taking the plunge, and contacting even more. This is no way to operate, because your tentativeness precludes you from doing the little things that make a big difference in winning agreement.

For instance, when you’re tentative, you follow—you don’t lead. If a prospect offers even a weak objection, your tendency is to inflate its importance and to spend too much energy addressing it. Then, you’ll meekly look into their eyes and implicitly ask, “Did that answer work for you?"

When you’re committed to a Large Numbers campaign, you lead. Weak resistance becomes a non-problem. If you hear an objection, you’re more likely to literally shrug it off, while making a facial expression that says, “No biggie. "

Even more significant is that fact that Large Numbers sellers really don’t care if they make each and every sale.

Can you see how personally transforming such a commitment becomes? You simply aren’t the same as the average Joe or Josephine when you work the Large Numbers. You become special, like the Special Forces in the military. You’ll slog through, and do whatever it takes to get the job done—come what may.

You “win or die" trying.

This mind-set makes all the difference in reaching the top in selling and in business.

Dr. Gary S. Goodman, Copyright 2006

Dr. Gary S. Goodman, President of, is a popular keynote speaker, management consultant, and seminar leader and the best-selling author of 12 books, including Reach Out & Sell Someone® and Monitoring, Measuring & Managing Customer Service. A frequent guest on radio and television, worldwide, Gary’s programs are offered by UCLA Extension and by numerous universities, trade associations, and other organizations in the United States and abroad. Gary is headquartered in Glendale, California. He can be reached at (818) 243-7338 or at:


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