Although I typically use the example of technology companies, it works well if you are not.  You need to meet certain requirements:

  • The potential universe of buyers is large
  • The person making the decisioin in the universe is often unknown
  • You target people and companies that at least one other non-competing company is targeting as well
  • IF finding that person and company faster and more directly, you can speed up your sales cycle

There are some companies where this might not make sense.

Purely consumer-drive marketing companies that sell through major retailers or grocery-chains, for example, wouldn’t apply.

Utilities wouldn’t apply.

Manufacturers who OEM to a handful of key accounts wouldn’t apply.

It’s not about what you sell, it’s about HOW you sell.

Powered by Qumana