There are Kracos

Thirty years ago, I used to work the booth at CES. The software company where I was a brand manager launched its products at the Consumer Electronics Show, which was, at the time, the biggest trade show in the world.

You can imagine that a huge stream of people were constantly walking by, and making our pitch to each and every one of them was exhausting. We were there to get mass merchants to sell our stuff--getting into Target or Lechmere was a victory we needed.

A few hours into the first show, I noticed that some of the people walking by had little creatures on their shoulders. Kraco, the low-cost stereo company, had a huge booth, and they were giving visitors these little stick-on humanoids, made of some sort of wool, to ride along on their shoulder. They were about two-inches high and they looked precisely as ridiculous as you are imagining.

I loved this. These people, these lookers, not buyers, were identifying themselves to us from a distance. The little Kraco man on the shoulder meant, "I am here to waste your time, I am not a professional, what will you give me that's free?" We quickly began identifying anyone with one of these on their shoulder as a Kraco, someone not worth an investment of focus and energy or free stuff.

Alas, the Kracos in your world today don't wear a little man on their shoulder, but that doesn't mean they're not out there. All your prospects are not the same, and if you insist on treating them that way, you will waste your time and your enthusiasm on people who aren't bringing any to your interaction.

       
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