This is a hack which is more applicable when selling to
businesses. The first and foremost step in B2B marketing is to first find the
person who will make the decision. Rather than wasting time and effort on any
person from the client’s side, it makes more sense to channelize this effort in
finding and contacting the person who will take the final call. Thereafter, you
can start putting in time and sales effort to convince that person and get a
sale.
This
hack also does apply to some B2C businesses also. For instance, in my stint as
a Business Developer in Meenakshi Public School, a K-12 School in Gurgaon, I realized that a lot of schools
were putting in effort to please the children and were organizing events and
doing other activities for them. Though children do have a small say in the
decision of which school to choose, the main decision maker in this case are
the parents, especially the mother. On realizing this, we started putting in
more efforts to bring potential parents to the school and saw positive results,
with our student acquisition cost coming down.
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