In yesterday’s post I had mentioned Dean Jackson’s philosophy on 100/1000 leads – where 50% of them will change the incumbent in the next 3 years. The only challenge is that we don’t know which ones will. Its a game of patience int he B2B space.
Changing an incumbent need not be the exact category of what you sell. The “incumbent” in the B2B space is about how the customer presently gets the job done.
If presently someone licks a stamp on their tongue before sticking it on the envelope, then this is the incumbent , if someone is trying to sell a franking machine. Now until the person whose tongue is used to lick the stamp quits for a better job ( a trigger) or someone in the company realises that keeping this person only for the “licking” is an expensive option (another trigger) your messages for the franking product or services will not work.
However whenever a trigger takes place with respect to the incumbent, if you are present in front of the customer, then you become the first person they will call.
So you need to have the persistence and marketing stamina , to ensure that you are in front of the stakeholders on a regular basis. In case of B2B this is one way you build your brand. The other aspect is to make your messages “instigating” the dissonance. Slowly hammering away at possible problem areas.
Tomorrow we will look at another aspect of this persistence story.