So my wife and I are at the market here in Valencia, getting a few snacks for the trip to Formentera tomorrow.
She buys some drinking water:
Later, back at the hotel, she drinks a big swig of the new drinking water.
Then she immediately spits it out. Turns out, it was a bottle of salt water.
Salt water, sitting right next to drinking water on the shelf. Talk about a positioning problem! :)
Interesting data point for y’all: During this factory visit I start interviewing our host, who is director of sales and marketing for a $1.6 billion company (that’s yearly revenue, not a BS market cap number), but he’s equivalent to a VP because he reports directly to the company owners, the second and third generation of the original founders.
Anyway, I start informally interviewing this guy because that’s sort of what I do in social situations. I ask him: “if someone you didn’t know wanted to get in touch with you to sell you something, how would they best do that?”
He didn’t have a simple answer to that question. His response was more about what you wouldn’t do. LinkedIn outreach probably wouldn’t work for him.
The phone might work, if—as Jill Konrath advises her readers—you have a really relevant and valuable reason for the outreach.
In email, he said he scans subject lines, not the FROM field. He occasionally checks his spam folder for emails that accidentally got mis-routed there.
And he said for sure you’d have to be persistent.
Anyway, thought you’d find this interesting. It's just one data point, but a valuable one.
I don’t think there are any simple rules of thumb for reaching decision-makers, other than relevance, value, and persistence. Those are simple, but not always easy to achieve.