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It’s Only Common Sense: Thar She Blows! Going After That Illusive Whale

We’ve all been there. You are targeting a very large customer that could make your yearly forecast. In fact, this customer could blow those goals out of the water. You know you have what they need, and you are yearning to find a way to give it to them.

But you’re just not getting anywhere. They won’t answer the phone or return your calls. Their lobby feels like a fortress, and even the receptionist seems icy cold and barely gives you the time of day. Yet you still have that feeling about this company. You were meant for each other. What the heck can you do?

I know that winning the perfect customer can be a daunting challenge, especially when your efforts seem to be hitting a wall. However, persistence, creativity, and strategic thinking can turn the tide in your favor. Here are 11 creative and foolproof strategies to get in front of the customer and win their business:

When I was a young salesman on in the road in New England many years ago, I had one company named Computervision and the other was Digital Equipment. You might have heard of them. They are both gone now, but in the 1980s they were two companies that every PCB shop worth their salt wanted to do business with.

I was determined to win them over. My determination so intense it modeled Ahab and his chase for that great white whale that had taken his leg, Moby Dick.

Here are the steps I took, and hopefully, they will help guide you in your own search for your own great white whale.

Research and personalize your approach: Before making any move, ensure you have a deep understanding of the customer’s business, industry, pain points, and goals. Use this knowledge to tailor your communication, demonstrating how your solution specifically addresses their needs. Personalization shows you’re genuinely interested in their success.

Leverage LinkedIn and social media: Obviously, I did not have these tools at my disposal in the ’80s. But since then, I have modernized my approach and teach them using these tactics in my sales training to younger sales folks. Use LinkedIn to connect with key decision-makers and influencers within the company. Share relevant content, comment on their posts, and participate in discussions to get noticed. Position yourself as a thought leader in your field by posting insightful articles and engaging with their content.

Send a handwritten note or personalized gift: In my pre-digital age, I did use notes and gifts, and USPS to help me get in front of that target account. Ironically, today, in the digital age, a handwritten note can stand out even more than it did when I was sending one over 40 years ago. Express your genuine interest in collaborating with them and briefly explain how your solution can help. Alternatively, send a personalized gift that aligns with their interests or business. It’s a thoughtful gesture that can make a memorable impression.

Host a webinar or workshop: Yes, yes, yes. Customers love webinars, especially when they offer solid, valuable content. It is so much easier to invite someone to a webinar than it is to ask for a meeting or even an order. Organize a free, value-packed webinar or workshop that addresses a significant challenge in their industry. Invite the company and other potential clients. This not only showcases your expertise but also provides valuable insights, making them see you as a knowledgeable and helpful resource.

Create a customized proposal or demo: Develop a detailed proposal or a live demo tailored specifically to their business needs. Highlight case studies and success stories from similar companies to illustrate the tangible benefits of your solution. Ensure it’s visually appealing and easy to understand.

Network at industry events: Trade shows work if you know how to work them. Attend industry conferences, trade shows, and networking events where your target customer will likely be. These settings provide opportunities for face-to-face interactions, making it easier to build rapport and establish a personal connection. But have a solid plan to get people to visit you at your booth, and please follow up.

Seek referrals and introductions: Just because this is lower on the list doesn’t mean it’s less important. Identify mutual connections who can introduce you to the decision-makers. A warm introduction from a trusted source can significantly increase your chances of getting a meeting. Additionally, ask satisfied customers to refer you to similar businesses. The best way to do this is to get a referral from one of your happy current customers. Potential customers will be more likely to take a current customer saying nice things about you than you are saying nice things about yourself.

Develop engaging content marketing: You should be doing this already. In fact, if you are not then get started right now. Create high-quality content such as blog posts, whitepapers, and case studies that address common challenges in their industry. Distribute this content through your website, social media, and email campaigns. Valuable content can attract their attention and position you as an authority in your field.

Persistence with a strategic follow-up plan: Persistence is key, but it must be strategic. Develop a follow-up plan that includes multiple touchpoints over several months. Vary your approach by using different channels such as email, phone calls, social media, and direct mail. Each follow-up should add value and move the conversation forward.

Winning over that big customer requires a combination of persistence, creativity, and strategic execution. The key is to demonstrate genuine interest, provide value at every touchpoint, and build a relationship based on trust and mutual benefit. Never give up. If you believe that this is the right customer for you, then keep at it. By the way, I won both of those accounts and together they did over $8 million in sales a year for the next five years.

It’s only common sense.

Dan Beaulieu is president of D.B. Management Group.