I am in the process of helping promote a marketing seminar for an organization I am a member of. The session is pushing innovative marketing – both strategic and tactical.
I have spoken to a number of prospects about attending, and I hear one of two things:
“Things are going great! We couldn’t be busier!” – When I hear this, I am in essence being told that we don’t need or want the help.
Or I hear “Things could be a lot better.”
This got me to thinking: Who needs marketing support more? Or asked differently, who should I be spending my valuable consultative time with?
On one hand you can easily make the argument that the business that is struggling needs the help most. But why are they struggling to begin with? Is it because they have a poor product? Is it because they do not have an effective sales team? There is a reason – and don’t give me the slow economy excuse. Some could argue that things are broken, and there isn’t much one can do, so don’t waste the time.
Or, should I be battling to convince the successful company that they need my help more? If things are going well, then shouldn’t they want to strike while the iron is hot and push to do it even better? Clearly, something is clicking within the organization. They have good messaging, a plan they are following, good internal communication, team buy-in on the mission, etc.
With a little extra push and a fresh perspective – they might be able to shift things into hyperdrive. My help could be the impetus that turns things into major growth mode for the company.
I ask these questions from the perspective of someone trying to market a seminar, but this question applies to sales in general. I don’t want to take the “successful” company, assume all is well and move on to the next name and number on my list.
In the end, we are in the business of serving – and we will help the companies that both need and want our services. But it is very likely that both types of companies need our services – and we will work with those who want our services.
When you are in selling, don’t accept the “we are fine” brush-off and move on. Develop a strategy that enables you to ask important and thought-provoking questions which allow the successful company to arrive at the understanding that you can still bring value. Help them understand what is still possible…
Todd Schnick. Be Intrepid. http://intrepid-llc.com
