Posted On: 2006-04-04
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Hi. Welcome to the show. I'm Anita Campbell, and this is another edition of Small Business Trends Radio. The topic of today's show is "Master the Random Business Encounter." David Lorenzo is an executive formerly with Marriot Corporation, and a strategist with the Gallup Organization, who has written a book called "Career Intensity." Well be talking with David about a subject he discusses in the book, about how to master the random business encounter. Now you've heard people say whether they're lucky, or sometimes they say they're not. David shows you how to create your own luck, from a seemingly random encounter with someone that can lead to a valuable business contact, or a new business opportunity.
But first, now's the time for Today's Trend. Today's Trend is about developing sales prospects in non-traditional ways. Back in November 2005 we conducted an online survey at the Small Business Trends website about selling to small businesses. One of the findings highlights a challenge so many businesses in the B2B space have-finding someone to sell to is sometimes the hardest part. Thirty-three percent of sellers in that survey said that their number one challenge was not being able to find enough qualified small business prospects. Now think about that for a moment. Their number one challenge was not their selling skills, nor the quality of their offering, nor their pricing. It was finding someone or some company to sell to. So when you're selling to small businesses, it has to do with the fact that some small businesses are just hard to find. They may operate virtually. How do you even know the company exists or where the headquarters is if the business is run out of several locations? Also, the economics of marketing are such that it can be costly to identify your prospects. The cost can outweigh the value of what you have to sell to a small business.
The problem is slightly different, yet amounts to the same thing when you are selling to big companies. Decision makers in large companies deliberately make themselves hard to reach. People in large companies get bombarded with sales calls. When I was a corporate executive, I got...