Have you ever contacted a potential client and heard, "We are in a phase of optimizing our suppliers"? This usually translates to having no chance of entering their supplier circle.
This has been happening for many months: the significant contraction in global demand doesn't encourage the search for new suppliers, except in specific cases such as cost reduction programs or new product launches. Or when a current supplier is no longer up to the task.
Generally, however, there is a wait-and-see attitude in the hope that the negative economic situation will end, leading to a 360° stagnation, including on the supplier front.
naturally, our market scouting efforts cannot stop during periods of stagnation; on the contrary
A common mistake companies make is neglecting business development due to an uncertain horizon, only to find themselves "short" of clients when the market picks up again.
How to generate Leads when a target Company is not seeking new suppliers?
In principle, significant results cannot be achieved in the short term: no matter how enticing our offer may be, facing an apparent lack of needs makes it difficult to break through, at least on the first attempt. Instead, lead generation must be planned to achieve results in the medium term.
Here are some useful initiatives and behaviors that will eventually yield results:
1. Establish a Communication Line: As a general rule, establish a communication line with the potential client based on quality and, above all, useful content, with a reasonable frequency (ideally one piece of content per month). Patience is essential; avoid compulsive initiatives. Strive to understand what utility the client can derive from our offer, preferably accompanied by services, even simple ones, but perceived as useful.
2. Demonstrate Market Knowledge: Show a thorough understanding of the potential client's market, supported by specific information and numerical data. This approach is not simple and should result from years of specialization. If you are truly specialized, make it count.
3. Share Success Stories: Share your own successful case studies, preferably from the potential client's market or sector. At the very least, share third-party case studies that could be useful for the client. It's better if the case study shows how difficulties were overcome or innovative solutions were adopted. The potential client should see their own story in the case study.
4. Third-Party Testimonials: Complementary to the previous point, produce third-party testimonials that appreciate your products or services, especially from end-users. Self-promotion is much less effective since it has become customary to rely on reviews and opinions not influenced by a company's institutional narrative.
5. Invite to Live Events: Invite the potential client to your live events, webinars, and trade fairs. Direct contact opportunities are precious; this way, the potential client can experience the product or acknowledge your authority in the sector. Again, it's crucial to produce valuable content.
6. Differentiate Your Services: Constantly work on finding differentiating services to offer clients to climb the preference ladder. These services can be outsourced to avoid impacting the organization and business model, provided it's not necessary to rethink the model.
Everything mentioned above has one goal: to enrich the client with knowledge or experiences to earn their trust.
Naturally, depending on the sectors, some initiatives will have more impact than others, and the decision-making timelines of potential clients will vary. Personally, in the consulting field, I have noticed that demonstrating a deep understanding of the markets in which the target client operates and their potential always generates interest, as the client sees us as an "ally" and a guide to achieving their goals.
One thing is certain: when the client perceives that we are genuinely different and, hopefully, better than their current suppliers, they may be inclined to try us out.
It will just be a matter of time.
Click here to the home page
Comments