Electricity follows the path of least resistance. So does water. And so do too many salespeople.
Your very best prospects already have a partner who provides them with whatever it is that you sell. They trust that partner, and as far as they know, they are completely satisfied. On top of that, they’re busy, and they receive tons of emails from salespeople asking to pitch them. They have no idea who is worth talking to and who isn’t, so they say no to almost everyone.
These dream clients are the path of most resistance.
Like electricity and water, you can seek a path of least resistance. When your dream client refuses your request for a meeting, you can put them on a calendar, call them quarterly, and seek an easier path. There are plenty of people who will be receptive, but you can’t create massive value for them, and that means they can’t massively value you or what you do. They might buy from you, but they will buy like you are a commodity.
The path of most resistance is a more difficult path to take.
First you have to fight your internal resistance and your desire to find an easier path.
You have to expend far more energy nurturing your dream clients and becoming known as a value creator than you would if you called on lesser prospects. The path of most resistance requires that you build a prospecting campaign and pursue different contacts at different levels within your dream client’s company until you find some opening, someone who is receptive to you.
The path of most resistance is more difficult. But you will likely be one of very few willing to pursue that path when most others will simply give up, give in, and go home.
Go where others fear to tread. Do what others dare not. Take the more difficult path.
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