A few things on the subject of going after large accounts that I’ve already told you:
- Everyone needs to have five Big Fish identified;
- Said fish require an ongoing prospecting process;
- Keep all contact attempts relevant to them;
- Have two additional fish in the wings (identified but not actively pursuing);
- Be patient. This will take 18 months or longer;
- Network your way in.
Here’s one more to add to the list…
The best way I know to get your name known quickly throughout a large account is through promotional products. Imagine a box near the main entry point where company employees pass each day. A small sign with the words, “Take one” printed on it. Inside the box is a clever and desirable item that will serve the dual purpose of being useful and putting your name in front of potential customers.
For example, here’s one that I did very successfully years ago…
With Christmas coming up, people will need labels for their gifts. You know the ones, they have “To” and “From” printed on them along with snowmen and pinecones or whatever. I found a supplier who would print these things up along with an imprint of my company name and phone number at the top. They were crazy cheap and crazy effective. I would drop off handfuls of them at the reception desk along with my business card and instructions to, “Call me if you need more.” They always did.
All of those above bullet points are true as is this: The best way to take a shotgun approach with a big fish (a.k.a., shoot a fish) is by finding something useful and desirable.
And free.
