We are developing a new sales process. My client has a desire to attract a potent source of referrals. The more we talked, the more I realized that aiming for referrals would probably make the campaign maybe one tenth as effective, friction while going from Point A to Point B to Point C. We hadn’t figured how to attract referrers or buyers yet.
As long as we are starting from scratch, why not figure out what we would say to the ultimate buyers? After we know that, we can figure out how to meet with those ultimate buyers.
When I build a presentation to interest the actual buyers, referral sources (when I see them) understand the same message.
It’s usually just as hard to meet with a referrer as it is to meet with the final buyer. Why not go direct?
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Dick:
ReplyDeleteIt is so obvious now that you have raised it - why not seek number one rather than settle for number two. It sure takes a lot of work to go higher in an organization - - - actually, the indirect route may even bar you from going higher, unless you want to create an enemy.
Great observation and right on point!