During the same time each and every year my clients start calling with an unusual tone in their voices. I can hear the fear and picture their tail between their legs as they sheepishly ask, “Korey, will you please make the call.” What call you ask? The church auction volunteer is looking for a donation? Nope. The accountant needs the profit and loss statements? You’re getting warmer. The Yellow page ad rep has left three voice mails? Nailed it!

Why is it that clients have such a hard time saying no to yellow page reps? I mean really, when is the last time you made an important buying decision by looking in the yellow pages? “Honey, I need heart surgery, do you know of anyone”? “No, sweety, why don’t you just look in the yellow pages”?

Today’s consumer is armed with more resources than ever to make a buying decision. The internet, GPS systems and a McDonalds on every street corner. Just say no to the yellow page reps and go start-building relationships with your customers.