“I’m going to recap his tip and add a couple of additional thoughts but a huge shoutout and thanks to Raul in El Paso for sharing this idea. ” – Scott Ingram in today’s Tip 190
What do you think? Have you been able to leverage a similar strategy to win in your market?
Join the conversation below and share your ideas too!
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from a listener who left a message on the Sales Success Hotline at 512-777-1442. In this case, the audio wasn’t great so I’m going to recap his tip and add a couple of additional thoughts but a huge shoutout and thanks to Raul in El Paso for sharing this idea. He suggests that within different industries there are always different social groups and a lot of the time those groups will purchase together. A lot of the time we’ll focus on the biggest customers and try to go after those that offer the largest revenue potential. Raul suggests that you may want to look at this differently and consider a different market penetration strategy where you look for the real influencers in that broader industry social group. They may not be the largest company, but they may help you win the next 5 or 6 deals that much more quickly and easily because of the relationships you’re able to build. Ironically Raul works in the fast-food services space and almost this exact same story with some real numbers and breakdowns is available in the Sales Success Stories book in story #56 by George Penyak on “Understanding an Opportunity’s True Value.” George sells in a very similar environment and walks through how he attacked his territory and had a ton of success by leveraging these same social dynamics. It’s not just restaurant chains though. I see this same dynamic play out all the time at the Enterprise level with the Fortune 500. In a lot of ways, I feel like the Fortune 500 are like lemmings. It can be a real challenge to get that first one or two, but once you’ve got a highly referenceable client like that. I’ve found that it gets easier and easier to sell to others. What do you think? Have you been able to leverage a similar strategy to win in your market?
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