Ricko's Patent-pending Bullseye Accounts Method for Success, Part 2: Targeting
This is the second half of an article that covers my Bullseye method of pursing and landing large accounts as PART of your account prospecting effort. If you are just coming to the party, go back into Blog Historyville and read up on Part One before continuing here. Otherwise, you'll just be half-effective—and Bold, Different and Memorable-type Peeps don't do things by halfsies.
Identifying your Bullseye Accounts is just the beginning of the challenge. But here is where the fun begins—with TARGETING.
You want to touch all five of your Bullseye Accounts each and every week of the year until you penetrate their consciousnesses, they "get" that you are determined to work with them and you get a shot.
This weekly connection can be:
- A phone call
- An email
- A flyer or special on a product
- A sample - spec sample, virtual sample, random sample
- Your client newsletter
- Your birthday program or holiday gift
- An article from the newspaper that concerns their industry (with a personal note from you attached)
The key to this working is consistency and variety! Don't do the same thing (such as an email) week after week, or you'll blur into the background. Mix it up! Make it interesting! Be Different!
I recently wrote about a multi-million dollar producer and what made him so successful. He told me he knew a secret no one else knew ... and he would share that secret with me. In his experience, he said, it takes 13 touches to win over a prospective client. Most people give up after one or two calls, successful promotional products sales people think it takes 6 or 7 contacts, then often give up. But the secret is it takes 13 touches. The secret is ... OUTLAST YOUR COMPETITION. And all during the process of making the 13 contacts, they get to know you and your brand. Be consistent and be persistent and Bullseye Marketing will work.