Anne had a plan. It was to promote her business-to-business services across all the established business channels, prospecting in the hopes of being chosen when a need arose. Mail, email, phone with a dash of digital. She was tenacious.
She managed to keep her company name omnipresnet. And, quite often that meant she was a bother – almost to the detriment of her goal.
The “Anti” Best Practice
Some would say it was just noise, and it very well may have been.
This strategy is often unwanted and pesky. It goes totally against the grain of where marketing needs to be – targeted, timely, relevant, personalized and invited. While it stands out for all the wrong reasons (almost in the way the Oliver’s Jeweller’s annoying zany schtick nonsense stands out), she was, in her own way, memorable.
She Won The Business
All that said, Anne got the business. When the need arose and a challenging situation presented itself, the tenacity that kept her name and company at the top of the pile stood out. The determination she demonstrated had to be considered in terms of it translating into performing against the need. When I had that need, I called. She met the opportunity head-on and won the business. And yes, she ended up delivering on expectation.
Who is Anne? It does not matter, she could be anyone in any industry trying to make a sale by prospecting. The business she is in competitive and so was she.
End of the day, she was there when the time was right with the right product/service in my time of need. And, delivered the solution. That is marketing.
It Doesn’t Always work
Those in sales and business develpment have to have a thick skin. They must be able to dust themselves off after 100 times of hearing no – or hearing nothing at all. All the while knowing that yes is waiting, often just around the corner. It is a numbers game and the numbers are not always in her favor.
Sometimes the tactics she employed will win. Sometimes not. Sometimes you just need to ask if your company has an Anne.