I have this one particular prospect that will never buy from us(okay, maybe there are others). They like our competitor, buy into their strategy and there’s no changing their minds. I ping them with a phone call or an email from time to time just to let them know that we’re still around, but I don’t focus energy on them and they’re never going to buy. I’m certain of it.
So, I get an email ‘lead’ routed to me from our customer support folks requesting information. It’s from them. And it’s a waste of time. The CMO has already made the decision, and the COO is similarly disinclined. There’s no opportunity.
I call anyway. Not because I want to, or because I think there’s a shot. Basically, I view it as part of my Woody Allen philosophy…that 80% of success is showing up. http://tinyurl.com/y97h3nv Making the phone call is just part of showing up. You can’t sell if you don’t show up. Besides, what else am I going to do?
Keep this in mind – Healthcare is becoming dynamic. The rate of change is accelerating. I know of three execs changing jobs just this week. (That’s six different accounts in some level of flux!). 32M people just got health coverage. There are plans that will expand, and other that will implode. The days of health plans doing nothing or postponing decisions for a year or two aren’t over, but they’re coming. Which means selling to them will need to evolve.
Who knows what will happen? No one does, until you make the call. Certainly, I didn’t. Because it turns out, things are no longer what they seemed. The COO left. The CMO was fired. The vendor isn’t cutting it. They’ve got a whole new group of decision makers who are looking to drive out costs. I don’t know if they’ll buy, but I plan to keep showing up.