Rob Frankel - Branding Expert

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The Junkyard Dog

Sometimes the key to a good relationship has nothing to do with marketing, but everything to do with strategy. And sometimes, the strategy has less to do with market analysis and more to do with socio-political skills.

Every so often we meet a prospect who suspects anyone trying to sell him anything. But if he sniffs a like-minded person close by, he'll probably listen to them, simply because that person is "my kind of guy".

The species you're dealing with is what we affectionately refer to as a Junkyard Dog.

Nine out of ten people you meet are regular pooches, who sniff your hand (metaphorically speaking) and either lick it or go away. A Junkyard Dog, however, requires a totally different approach. You let a Junkyard Dog see you from across the yard. He knows you're there. You know he knows you're there. But instead of offering your hand to him, you let him approach you on his own terms.

Once he sees that you respect his turf, the Junkyard Dog will -- at his own pace -- eventually drift over to your side of the yard and check you out.

Play it right, and you'll have a faithful friend for life. Play it wrong and he'll sink his teeth into your ass.

© 1996, Rob Frankel

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