Steven Woods claims in a Harvard Business Review blog that although salespeople stress the importance of finding the right audience to target their messages to, studies have found that a less than ideal audience who shows interest is a better audience to target.
The study found these statements true:
- Companies that showed some initial eagerness, even if they didn’t appear to be typical buyers, were more likely to buy than “ideal” customers who had expressed mild interest.
- A highly customized email sent two weeks after a prospect registered online got much less response than a “semi-standardized outreach” sent within a day.
So before you make another sale remember to spend more time with interested potential buyers rather than waste time with stereotypically ideal buyers.