The Shotgun vs. Sniper Approach
By Alex Alleyne
Breaking through is the hardest thing we do in sales.
For a good chunk of my career, I was all about the shotgun approach—high volume, blast the market, and hope something sticks. Send 100 emails, make 100 calls, volume, volume, volume.
Don’t get me wrong. It worked. I made my numbers. But it was a rollercoaster of time and effort, and I wasted so much time.
Why this approach falls short:
- Lack of Personalization: Sending generic emails won’t make you stand out.
- Inefficient: High volume with low returns.
- Not Scalable: Your team will burn out quickly.
So, while this approach can work, especially for tier-B and tier-C accounts, you won’t close anything tier-A.
When it comes to tier-A accounts, we’re talking about a different ballgame entirely. You need a sniper approach for these gems—precise, well-researched, and highly tailored.
Finding the Bullseye: Compelling Events & Areas of Interest
Knowledge is power, folks. To conquer tier-A accounts, think differently—zero in on compelling events or areas that interest them. Go beyond the surface; dig in the weeds deep. Keep tabs on their latest activities, whether it’s a recent funding round or a new exec on board. The more you know, the better your shot.
- Check Company News: Watch their latest press releases or fundraising rounds.
- LinkedIn/Social Research: Check your prospect’s activity—what they post, like, and comment on.
- Peel back the layers: Build the complete picture of who your prospects are
Stop the Scroll: Crafting the Irresistible Pitch
Imagine Sarah. She’s swamped, her email is an endless pit, and she needs to hit her quarterly targets.
Your email comes in. The subject line isn’t a vanilla “Let’s connect,” or “do you have time for a call.”
Instead, speak to something she recently posted on LinkedIn that she’s passionate about.
It’s not about you; it’s about her and her challenges.
That’s how you craft a scroll-stopping pitch, my friends.
Align with Their Vision: The Cherry on Top
You’ve captured Sarah’s interest. Now, capture her imagination. You know her company is eyeing European markets. So you don’t just pitch a product; you pitch a dream—a future where Sarah is the hero who conquers Europe.
You’re not selling a product; you’re selling a pathway to her dreams.
To conquer tier-A accounts, shift your focus from quantity to quality.
Arm your team with compelling events and areas of interest.
And most importantly, align your outreach with your prospect’s vision.
Until next week,