There are some prospective customers that are incredibly difficult to obtain. No matter what you try, they refuse to meet with you. They aren’t interested in hearing about your offering, even though you have done everything to convince them that you can create more value. They’re not dissatisfied, and they simply aren’t open to change. They are loyal to your competitor.
As much as you may not like it, these difficult to penetrate prospects should be the focus of your nurturing efforts, even though it may take you a long time to win them.
They value loyalty. Companies and people who value loyalty make excellent clients. They want to work with people who stick with them when things get tough, and they stick with their partners. They reciprocate loyalty. When you finally create the opportunity to serve them, they will be loyal to you for as long as you create value.
They value relationships. There are too many people and too many companies that no longer value relationships. Much of our business culture is moving away from care and towards transactional value. But it’s easier and more fulfilling to work with people and companies that value relationships.
They give their partner chances to improve. Over time, inevitably, you will run into challenges serving your clients. But loyal clients who value relationships live through these times with you. They give you a chance to improve. They allow you the time you need to figure things out and produce new results. You will need this when your dream client gives you your turn.
They don’t believe a lower price is a compelling reason to change. The most loyal clients aren’t interested in saving a few bucks. They know that the savings will come at a cost. They’ll lose the loyal partner. They’ll lose the trust. They’ll lose the certainty that comes from working with a partner they know is going to perform. The last thing you want is a client who changes partners every time someone offers them a lower price.
If they won’t give you a meeting, they likely won’t give anyone else a meeting. You know how you are struggling to create an opportunity with this difficult to penetrate dream client? So is everyone else. Most of them give up and go away. The majority move on to prospects who are more receptive, even if they are less valuable, and even if they can’t create as much value for these prospects. When you get your chance, you aren’t going to have to worry too much about your competitors—as long as you are on your game and creating value.
If you want loyal clients, you are going to have to call on prospects who are already someone else’s loyal client.