By Sid Chadwick, Chadwick Consulting, Inc. – 02/20/2025
Published in American Printer : “Are your sales reps struggling to get appointments with major prospects? Sid's article reviews strategies for tackling challenges and understanding the unseen dynamics. Learn how research can enhance your company's performance and profitability. Don't miss out—read now and transform your business strategy!”
“Time is the scarcest resource, and unless it is managed, nothing else can be managed"……….Peter Drucker
INTRODUCTION:
I’ve long believed that “New, Useful Information” – holds the key to unlocking and winning major Prospects.
Our CIA, FBI and a few other domestic and foreign organizations – tend to agree (…with different objectives).
“Useful Information” allows a successful strategy to develop, and allows us to see in-depth, what’s probably going on “behind the curtain.”
Major prospects, by reputation, are supposed to be – nearly impossible to get an appointment. And if we do get that 1st appointment, we don’t get to see the Buyer (regardless of position title) saying to herself, “Didn’t see anything interesting… nothing that I need….Rep didn’t do his homework on us…won’t waste my time with him again.” (Note: Follow-up requests for appointments – are useless.)
A few questions… intended to identify “the elephant in the room”…and create necessary discomfort:
How many hours has your Rep – and his/her supervisor – invested into getting that first appointment, with that major prospect? How many calls and voicemails…? How many letters…? How many packages of samples…? (On an hourly cost basis, what does that add-up to…. in dollars…?) Is the meter still running…?
What does this pattern of repeat failures with target prospects…. indicate about prospects for your company’s future…?
How many hours will your Rep, and his supervisor (e.g., through follow-up check-in weekly and monthly discussions) invest toward obtaining a follow-up appointment…?
Is the “turnover rate of recently hired Reps”… a reflection of their inability to be successful with “target prospects”…? (What did you pay head-hunters over the last decade…?)
Is your company’s low profitability a reflection of your already serving too many small accounts, who don’t “fit your capabilities…?”
We hold a vision to our industry’s future as it relates to what successful companies will do differently – to ensure a steady stream of target prospects becoming customers, long-term:
Hire a Research firm, deeply familiar with your industry, who does their homework with your company, and who provides a “Menagerie of Research and Strategies” – that are successful for your obtaining appointments – but also successful – holding your prospect’s attention – to the point of their buying from you.
Successful suppliers will be expected to contribute and enhance target customers’ bottom-line performance. (That means you need to understand their business model, and strategies.)
All your Employees will know details – about your top 20 customers.
SUMMARY:
We recently developed and offered a “Monthly Research Retainer” to selected clients, with guarantees to: (a) obtain: 1st, 2nd, 3rd, etc. appointments with target prospects, and (b) opportunities for quoting – and beginning orders.
Our fee was not only very reasonable, but the V.P. of Sales & President volunteered that we had accelerated – and lowered their cost of major new account development, and Cost of Sales.
We can’t change the costs that have not been productive. But we can change how we go forward from here…!
How long have you been sitting in your comfort zone….?
“The most successful people see adversity not as a stumbling block, but as a required stepping stone to innovation… and greatness.”……Anonymous
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