It's important to prequalify our marketing prospects to ensure we are getting the right customer. If we sign the wrong customers, we immediately know because our productivity lags, meeting volumes increase, and more and more frustration enters the relationship. We don't want that. We want clients that understand our process, value our relationship and see the results we are getting them.
Apremidi a mwen te oblije fè rele nan bay yon zanmi ak kolèg mwen, Chad Pollitt at Kuno Creative. Chad has a great relationship with a large vendor who we're looking to buy from. With the reach of our blog, the close association we have with their industry, and the key clients we have… I'm fairly confident that leaders in their company would appreciate doing business with us.
Malerezman, yo gen yon pwosesis entrab ki te egzije mwen pale ak yon moun lavant, reponn a yon kantite kesyon pre-kalifikasyon, pale ak yon manadjè chanèl, gade yon videyo kèk voye pa manadjè a chanèl, reponn a yon calcul ak apeprè 50 kesyon ... epi Bondye konnen ki sa kap vini an.
Don't they know who I am?
I don't mean that in the egocentric jerk kind of sense. I'm just honestly frustrated that they really don't know who I am! Their organization has grown… as has their process… and they now have a layer of people internal to their sales process who are so unfamiliar with the industry that they really don't know that I have a good name and reputation within it. I don't believe they took the time to look, either. I'm simply another number in their sales funnel.
I'm frustrated because I worked hard to build recognition and the enormous following that I have. I'm no Steve Jobs… but within their little niche of an industry, I'm pretty sure I show up in the top 25 folks that understand what they're trying to accomplish, speak about it, and share about it. Our blog has enormous reach within endistri yo, men jan yo nan pwosesis lavant yo enkonsyan.
Sa a se yon gwo egzanp sou lavant yo pwosesis ale mal. The first thing I do when a company contacts me for possible business is to go research them. Sometimes we do business because they're going to be a great client… but many times we do business because it's going to be a huge opportunity for us!
I'm probably not going to fill in the spreadsheet. I'll wait until Chad's contact sees whether or not they'd like to be partners with another leader in the industry. It will be disappointing if they don't since I sat on a demo and saw tools that I could use for our clients… but if they'd rather put me through a 42 step process to disqualify me rather than understand who I am, I'm not sure I want to do business with them.
Everything a business does shouldn't be thrown into a process. Processes are great for machines, but humans are able to think and made decisions incredible decisions that don't always fit in a process. Your prospects aren't entries on a spreadsheet… they're real people. You should have exceptions for everything you do… from timelines, to budget, to resources applied. I want everyone one of my ideal prospects to feel as though I understand kiyès yo ye, why they're important, ak ki jan nou ka ede yo.
Machann sa a ta dwe tou.