--- title: Increase Your Focus on Targets | The Sales Blog description: There is a man on his hands and knees underneath a street light. He is searching for something he’s lost. A police officer walks by and asks the man what it is he is searching for, and the man answers, “My keys. I’ve lost my keys.” The police officer joins the man in looking for […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/shutterstock_1047622135.jpg --- ### [Now booking SKO meetings for 2026/27! 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He is searching for something he’s lost. A police officer walks by and asks the man what it is he is searching for, and the man answers, “My keys. I’ve lost my keys.” The police officer joins the man in looking for the keys, and asks, “Do you remember where you dropped them?” The man, still on his hands and knees searching, says, “Yes. I dropped them in the alley over there.” The police officer asks, “Why, then, are you looking for them here,” to which the man who has lost his keys replies, “Because the light is better over here.” ## On Visibility There is a difference between [targets and leads](http://thesalesblog.com/2017/06/28/targets-greater-leads-episode-44/), targets being far more valuable. Much like the man who has lost his keys, some salespeople (and whole sales organizations, as it turns out) believe that, because they can see the lead, because they have contact information, and because the lead has taken some small, mostly meaningless action that can be measured (read, download), it is better than a cold target. Because a lead is visible, it appears easier than cold targets. ## No Interest. High Value. A strategic, cold target isn’t easily obtained, just like the keys. The circumstances appear more difficult. Your cold target already has a partner that provides what you propose to provide. The contacts are tougher to reach and are reluctant to schedule a meeting with a salesperson. Creating and winning an opportunity requires that one nurture relationships over time and create value compelling enough for the contacts within the account to consider doing something different. More still, a lot of people within the company have [no real interest in changing at all](http://thesalesblog.com/2018/08/31/you-need-a-a-theory-for-why-your-dream-client-should-change/). But for many in sales, the cold strategic targets are necessary to reaching their goals. Even if you have to look in the dark alley instead of under the street light. Your dream clients, the ones for whom you can create massive value, and in doing so, transform your results and your company, are known to you. You know where they are, and you know they will be more difficult to win. As difficult as it might be, it’s still easier than believing that leads are a better strategy—even if they are easier to see under the street light. ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2018](https://www.thesalesblog.com/blog/tag/2018) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on November 7, 2018 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg) ### Free Sales eBook: Sales Call Planner Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism. [![DOWNLOAD EBOOK](https://no-cache.hubspot.com/cta/default/2922376/c9f553be-fbba-4813-9199-95c1603472e7.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/c9f553be-fbba-4813-9199-95c1603472e7) ## Are You Ready To Solve Your Sales Challenges? ![Anthony-Solve-Sales](https://www.thesalesblog.com/hs-fs/hubfs/Anthony-Solve-Sales.png?width=290&height=221&name=Anthony-Solve-Sales.png) Hi, I’m Anthony. I help sales teams make the changes needed to create more opportunities & crush their sales targets. What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2021-06-15T6:28:42 PM", "datePublished" : "2018-11-07 21:00:57", "description" : "There is a man on his hands and knees underneath a street light. He is searching for something he’s lost. A police officer walks by and asks the man what it is he is searching for, and the man answers, “My keys. 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