Kipling had six honest serving men: What, Where, When, Why, How and Who. How well do your words serve you? In this blog we look at Kipling’s man ‘Who’ to drive home the importance of identifying key contacts.
Getting the right message to the right person, in the right context, at the right time can be the difference between failure and success. We carry out integrated marketing campaigns, which are tightly focused on key targets and get results.
Who are you going to target?
Focus is critical for any marketing campaign. Identifying ‘Who’ you are going to target in a key market sector, based either on your past experience or current capability, is essential. There may also be an opportunity to narrow the field down further by sub-sector, or establishing a particular solution to address a specific market need.
More haste, less speed
In a rush to get the message out there, a ‘spray and pray’ approach is often adopted, but narrowing down the ‘Who’ will help to create much tighter and focused propositions. By doing the latter, you are more likely to identify the right message and approach to increase your chances of being heard. Therefore, spending a little more time and thought on identifying your ideal contact can accelerate your sales and is time well spent.
One way of finding the best ‘Who’, particularly when you are focused on an existing market, is by recognising characteristics of existing contacts in successful client accounts. What are the key identifiers of the company? Are they a particular size? Are they growing or displaying certain problems?
Alternatively, do they have a specialist who you know will be interested in what you have to sell? For example, if you are selling HR solutions you may find that accounts with an HR Director understand the significance of your solution and also have the power to act. Therefore, they are your ‘Who’ person. If an account doesn’t have an HR Director sitting on the board, with influence, you may well be wasting your time approaching them – so why bother?
Take a little time now…
Stopping and checking out existing successful and profitable accounts is very useful in identifying who you should be targeting in new or prospective accounts. That said, not all propositions will gain traction, but knowing your ‘Who’ is very important in optimising the opportunity to get your message heard and in generating sales.
If you are a sales or marketing director and you recognise the need to generate more sales we can help you to identify your ‘Who’ and get you in front of them.
Call Helen Fox now on 0845 331 6069 to find out how we can help you or use our contact form.