We’ve all been there. You are targeting a very large customer. A customer that could make your yearly forecast, in fact one that could blow it out of the water. You know that they would be a perfect customer for you. They need what you have, and you are just yearning to find a way to give it to them. But you are just not getting anywhere. They won’t answer the phone. They won’t return your calls And the lobby feels more like a fortress than a lobby. Even the receptionist seems icy cold and barely gives you the time of day. But man oh man, you know you would be perfect for them. What the heck can you do?
Look, winning that perfect customer can be a daunting challenge, especially when your efforts seem to be hitting a wall. I have come across this many times over the years. Actually, when I was a young salesperson on the road in New England many years ago I had at least two situations like this. One of them was a company called Computer Vision and the other one was Digital Equipment. You might have heard of them. They are both gone now, but in the eighties they were two companies that every PCB shop worth their salt wanted to do business with.
I was determined to win them over. I mean a determination so intense it modeled Ahab and his chase for that great white whale that had taken his leg, Moby Dick!
So here are the steps I took. Hopefully, they will help and guide you in your own search for your own great white whale.
Research and Personalize Your Approach: Before making any move, ensure you have a deep understanding of the customer’s business, industry, pain points, and goals. Use this knowledge to tailor your communication, demonstrating how your solution specifically addresses their needs. Personalization shows you’re genuinely interested in their success.
Leverage LinkedIn and Social Media: Obviously, I did not have these tools at my disposal in the eighties. But since then, I have modernized my approach and teach using these tactics in my sales training to younger sales folk. Use LinkedIn to connect with key decision-makers and influencers within the company. Share relevant content, comment on their posts, and participate in discussions to get noticed. Position yourself as a thought leader in your field by posting insightful articles and engaging with their content.
Send a Handwritten Note or Personalized Gift: Now this is what I did do! In my pre-digital age, I did use notes and gifts and the US Postal service to help me get in front of that target account. Ironically today in the digital age, a handwritten note can stand out even more than it did when I was sending one over forty years ago!. Express your genuine interest in collaborating with them and briefly explain how your solution can help. Alternatively, send a personalized gift that aligns with their interests or business. It’s a thoughtful gesture that can make a memorable impression.
Host a Webinar or Workshop: Yes, yes, yes. Customers love webinars. They love getting good solid valuable content. And it is so much easier to invite someone to a webinar than it is to ask for a meeting or even an order. Organize a free, value-packed webinar or workshop that addresses a significant challenge in their industry. Invite the company and other potential clients. This not only showcases your expertise but also provides valuable insights, making them see you as a knowledgeable and helpful resource.
Create a Customized Proposal or Demo: Develop a detailed proposal or a live demo tailored specifically to their business needs. Highlight case studies and success stories from similar companies to illustrate the tangible benefits of your solution. Ensure it’s visually appealing and easy to understand.
Network at Industry Events: Trade shows work if you know how to work them: Attend industry conferences, trade shows, and networking events where your target customer is likely to be. These settings provide opportunities for face-to-face interactions, making it easier to build rapport and establish a personal connection. But have a good solid plan to get people to visit you at your booth. And please follow up!
Seek Referrals and Introductions: I think this one arguable could be first. Identify mutual connections who can introduce you to the decision-makers. A warm introduction from a trusted source can significantly increase your chances of getting a meeting. Additionally, ask satisfied customers to refer you to similar businesses. The best way to do this is to get a referral from one of your happy current customers. Potential customers will be more likely to take a current customer saying nice things about you, than you are saying nice things about yourself.
Develop Engaging Content Marketing: You should be doing this already. In fact, if you are not then get started right now! Create high-quality content such as blog posts, whitepapers, and case studies that address common challenges in their industry. Distribute this content through your website, social media, and email campaigns. Valuable content can attract their attention and position you as an authority in your field.
Persistence with a Strategic Follow-Up Plan: Persistence is key, but it must be strategic. Develop a follow-up plan that includes multiple touchpoints over several months. Vary your approach by using different channels such as email, phone calls, social media, and direct mail. Each follow-up should add value and move the conversation forward.
Winning over that big customer requires a combination of persistence, creativity, and strategic execution. The key is to demonstrate genuine interest, provide value at every touchpoint, and build a relationship based on trust and mutual benefit. And finally, never give up. If you believe that this is the right customer for you then keep at it. By the way I won both of those accounts and together they did over eight million dollars in sales a year for the next five years. It’s only common sense.
