Firstly, I credit Dan Kennedy with that quote. It's from a book of his about using presentations to sell.

Breaking down the quote:

Change Agents
- This implies someone who is tasked or called to create change. If you are responsible for selling (or marketing ) in any way, this is likely you. It implies recommending a different set of actions, behaviors, or processes. If you're making an offer to a client or customer, you are trying to affect a change.

Change Makers

- This is the tricky part. In order to bring about the change, your 'audience' or potential buyer must be ready, open, willing, able and ideally pre-dispositioned to bring about that change as well. This is why targeting and QUALIFYING your customers is so important.

And finally, there's Effecting Change

- This is the result of both forces being in play. The change agent, in effect, needs to find a suitable change maker.

“If you cast the finest seeds onto hard, infertile ground, nothing will grow. But even the most ordinary seeds cast upon rich, soft, open, fertile ground can grow bountiful crops.”

So my advice -

If you WANT change, make yourself ready.
If you want to EFFECT CHANGE, make sure there's a change maker ready to receive your gifts.

Do you need a CHANGE in your marketing? Are you the the Change Agent or the Change Maker? Either way, if you want to make your business very big, get more willing and able customers who love what you have to offer, and create impact in the process, go download our free marketing guide at  www.freemarketingcanvas.com. 

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