There is a man on all fours under a lamppost. He's looking for something he lost. A police officer passes by and asks the man what he is looking for, and the man replies, "My keys. I lost my keys. The police officer joins the man to search for the keys and asks, "Do you remember where you left them? I dropped them in the driveway over there. The policeman asks, "So, then, you're looking for them here," answered by the man who lost his keys: "Because the light is better here.
On the visibility
There is a difference between goals and prospects, the goals being much more valuable. Just like the man who has lost his keys, some sellers (and even whole sales organizations) think that because they can see the thread, because they have contact information and that the thread has taken small action that can be measured (read, download) is better than a cold target. Since a lead is visible, it appears easier than cold targets.
No interest. High value.
A cold, strategic target is not easy to obtain, just like the keys. Circumstances seem more difficult. Your cold target already has a partner who provides what you propose to provide. Contacts are harder to reach and are reluctant to schedule a meeting with a salesperson. To create and win an opportunity, you have to maintain relationships over time and create a value that is compelling enough for the account contacts to do something else. More so, many people within the company have no real interest in changing.
But for many vendors, cold strategic goals are needed to achieve their goals. Even if you have to look in the dark alley rather than under the lamppost.
You know your dream customers, those for whom you can create tremendous value and, in doing so, transform your bottom line and your business. You know where they are and you know that they will be harder to win. As difficult as it may seem, it's always easier than believing that runs are a better strategy, even if they are easier to see in the street light.
Share this article with your network