RUN WITH THE Big dogS™ newsletter
 Volume 3, issue 35

Having trouble making a sales breakthrough?  Perhaps you're making it too complex...John

Marketing idea

So many prospects, so little time. We had a client that was looking to make a breakthrough with a new product.  After a year of calling on all their customers they discovered that only four were planning programs that used a significant volume of the new technology.  In their annual planning meeting, their top strategic goals were penetrating the top three of those high volume prospects.

Not that they stopped presenting the new technology to all customers or refused to respond to new opportunities.  They focused all their proactive energy on becoming a supplier to each of the three major prospects. Once they had enough volume from the major players, their reputation and manufacturing acumen grew in a virtuous cycle. More volume led to more experience, and greater reputation which led to more business which generated even greater volume leading to even more experience...