For decades, we’ve hired sales reps to be hunters instead of farmers. We’ve even coveted our neighbors’ (competitors) hunters. Perhaps this recession, along with more effective gate-keepers, (receptionist and voice mail), and the “Walmartization” of buyers, shows us that hunting has become too tough and expensive.
Today our hunters are having a harder time opening doors. Middle managers have disappeared and “C” level executives are too busy running from meeting to meeting, since they have fewer middle managers to sit down with our hunters. Our sales reps – our hunters – are not getting a shot at engaging a decision-maker in a solution selling approach.
Maybe we need a different approach. GET HUNTED!
How? Marketing needs to pay more attention to being hunted by ready buyers. Yes, it might not have the same long term value as nurturing a prospect along. Then again…how many of our nurturing efforts have not played out the way we hope when our prospect leaves, or the company is sold?
Being hunted means that we position our www site and direct marketing efforts to be found, easily. It means working harder to make our target markets even tighter for finding those who are ready to buy. Our marketing message and value proposition must be simpler and clear with a strong call to action for our targeted buyer. Our www site must become a lead generation engine where our SEO is more effective than ever. Most importantly, our lead follow-up must be unmatched in our sector. As marketers, we must get our hunters hunted.