Once upon a time…
A well-known American entrepreneur declared that he had tried several times to sell, without success, to a company that was perfectly in target for its products and that he had given up, realizing that the company would never buy from him.
Disconcerted, he decided to better analyse the case and discovered that other companies with similar characteristics, inexplicably did not buy from him.
He stopped investing in that specific target and put it in a black-list.
If you are convinced that ALL are your potential customers, you did not make a good analysis of your target or you are a fool.
Those who have sales experience already realize from small details that that type of customer will make him waste time, ask for impossible discounts, pay out of time, ask for a thousand revisions of the offer and then buy nothing.
Or he’ll buy, but it will be a continuous stomach ache, he’ll ask for a thousand free customizations, he’ll call you constantly, he’ll want constant unforeseen attention and, soon, you’ll regret having acquired it.
But what do these customers have in common?
If you analyse them carefully you’ll notice that they certainly have in common at least one of these three characteristics:
- product sector
- geographical area
If you answer “everyone” when they ask you who your potential customer is, you haven’t carried out a good analysis of your market and you won’t be able to focus your efforts on real potential customers.
By wasting your budget and resources on that “everyone”, you risk meeting exactly the customers you don’t want to have.
The advice is therefore to take courage, even in this time of crisis, and create a black list, keeping it well in mind for your lead generation activities.
We also have our own black list and it allows us to avoid unnecessary waste of time, check here if your company is targeted for our Lead Generation services.
And if you are interested in understanding how to generate new business, excluding “pain in the neck” customers, then click here: