There are all sorts of ways to divide up businesses including by market segments or by geographical regions.
Today on our Monday teleconference we´ll talk about several types of businesses and several types of people — some are easier to work with than others, when discussing change.
As we´ve talked about before, sales professionals (or business owners wearing a sales hat) are change agents — we are working to invite others to try our products or services"?¦ this is change for most people. Not everyone is at that point — and some will never be.
So, look for companies who are in the mode of CHANGE themselves — these are companies that need to enhance, alter, or improve in some way due to their circumstances. Anything could be at play here — competitive pressures, new market campaigns, or their planned attack on the competition. A company like this is receptive to new ideas, especially if verifiably (through references) beneficial and offering strong ROI.
Another group of companies are those who are in the middle or beginnings of GROWTH. These companies need help — and it may as well be from you, if you can show the benefits. In this stage, organizations can´t seem to keep up with growth and look to outside resources for answers and ideas. This is another receptive group for you to offer your products and services with strong value proposition.
Who to avoid? Those companies who have all the answers and don´t want your help. They are the HAPPY AND PROUD or to a lesser extent, the stagnant company. They are not looking to change or grow — and if they think that something needs to happen, well, they can figure that out themselves. This is the way Microsoft seemed to many outsiders for some time, although they really weren´t — just in pockets. Now as they look to embracing the SMB market (not just in product sales, which they have"?¦ but in true customer loyalty"?¦. they look toward ideas and are more open than ever before)
Just know that there is a profile for each business you are prospecting to — and different reasons that organizations are talking to you in the first place. Be ready for each stage and you´ll profit from it. For a more in-depth look into a company´s life cycle, read Crossing the Chasm by Geoffrey Moore.