We used to go far and wide looking for customers. Cold calls, e-mail blasts, webinars, etc. — all designed to attract interested buyers. We were looking for the proverbial nugget of gold — a prospect with pain and a budget. But in this age of empowered buyers, where an executive can do his own research ad hoc — that strategy is growing less and less effective. Prospects avoid salespeople and do their own research. How about considering a new approach: Choose your customers.
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