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- Let the NIGHT SHIFT Be Your GPS to More Business Opportunities! [ARTICLE]
Let the NIGHT SHIFT Be Your GPS to More Business Opportunities!
Imagine a whole new way of looking at your market and recognizing it has always existed, yet you never tapped into it. It’s like a manufacturer having one shift and exploring expanding to a second physical site or building a new facility, while completely over-looking expanding to a second or a third shift within its present physical capacities first.
Most selling and recruiting professionals are calibrated to look at their market place through the lens of how they work that marketplace. So, if you traditional work the hours of 7AMto 5PM, then you look at the market of opportunities through that same lens … And if you have been conditioned to work even fewer hours, then the chances of your selling success really being selling success is greatly diminished!
Your ability to calibrate into what truly works for lead generation and marketplace engagement strategies and techniques is critical to success, while at the same time ensuring that any goal or selling quota expectations un-attainment from last month or last quarter or last year does not become market creep back into your behaviors this year, is critical for success.
If your organization or you personally want to explode your market share, start operating from a “Market-Potential” perspective. “Market-Share” is what percentage of the existing buying/joining business pie you get and own versus the competition. “Market-Potential” is uncovering new markets no one is working, and folding this into your strategic Sales Business Plans (SBP) and daily actions.
So where is the mysterious potential market you are probably missing? It is in the exact same zip codes or markets that you are already working and not seeing!
It's all about the NIGHT-SHIFT mentality or an out-of-the-box mentality to business development. Think about it, 99.9% of selling professionals and sells management that I have interacted with for 30-years, evaluate the market from a traditional lens of who is where from 7Am to 5PM that we can capture.
So, the Traditional Day-Shift mentality is, “I sold into a market that all of my awareness, contacts and current customers were coming from, and what I did while I was awake and working the traditional work hours, is how I was conditioned to operate within, for years, all come from that universe of 8AM to 5PM engagements.”
Super achievers think 24/7 (most people operate in roughly 16-hour a day cycles from awake to sleep time frames, as that is when they are awake and operational). To find greater COIs, Advocates, Prospects, Customers, Lost Customers, even in some situations other colleagues that you may otherwise never or seldom interacted with, think about where the people and opportunities are? Thus, the NIGHT-SHIFT Mentality becomes activated and an Out-of-the- Box thinking is engaged, now your Mental GPS will see all of the low hanging fruit opportunities that you can immediately leverage yourself into.
Many of these potential contacts and customers you would never see, as you are coming to work as they go home and you are going home when they are waking-up to come to the start of their work day cycle. Likewise, you can easily adjust this concept to be the DAY-SHIFT if you work at night, while others are asleep.
So, if you need to get into a closed market, open a new market, find new low hanging fruit, it may be right there in the same zip codes, data bases, neighborhoods that you have already been traveling within, only it is when you are asleep that they are ready candidates for you.
Evaluate what you market and have to sell? Consider as an example:
- If I were selling on-line learning and development for an on-line portal, there is an endless and untapped list of demographics that I may not ever see, engage or think about if I am only looking at the marketplace, my contacts, and past selling history of where and how to engage others to make sells. Now, if I start making lists and evaluating the market through the lens of 5PM to 7AM and identifying who is working, I may be able to identify a new market of “Potentials”!
- What if I were a military Recruiter or more specifically a Recruiter in the National Guard, wow, another cache of opportunities. There is an endless and untapped list of demographics that I may not ever see, engage or think about if I am only looking at the marketplace, my contacts, and past selling history of where and how to engage others to make sells. Now, if I start making lists and evaluating the market through the lens of 5PM to 7AM and identifying who is working, where they are working, where the take their breaks or lunches, who may already be employed and pre-vetted because of their employment that my organization could benefit from and who could benefit from our organization as a way to complement and increase their value to their employer do to their role in the National Guard. I may be able to identify a new market of “Potentials”!
Maybe I should call this NIGHT-SHIFT marketplace your unseen parallel universe of opportunities. Go forth and ensure the NIGHT-SHIFT knows about you!
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