The Case for Quality
On the surface, the title of this blog does not sound very compelling as of course everyone wants quality.
But that is not the case I am making.
The case I am making here is for Quality over Quantity, which is not always an easy one to make.
Here’s the bottom line – it’s about time really. In a world of crazy-busy schedules and over commitments, I think we all should be very discerning about where we spend our time. Here are a few examples:
Would you rather spend your time…
With 2 great customers
With 10 low-margin customers?
Chasing down 10 well-vetted prospects
Calling anyone with a phone number and a pulse?
Marketing to a targeted audience
Marketing to anyone with eyeballs
Now, let me be clear, this is not a Right vs Wrong thing here – neither could really be called incorrect. This is a matter of preference and opinion.
My position is this: I would rather market and sell to a very specific list of prospects than blast my message out to firstname.lastname@example.org. Why? Because, like you, I only have so many hours in the day. While it would be pretty easy to purchase, load, and send emails to a list of as many people as you’d like, do you want to be the one to weed through the responses?
It’s the same reason that Monster is nowhere near as popular a recruiting platform as LinkedIn – and that goes for both employers and employees. As an employer, most of what I got back from Monster was crap – un or poorly-qualified resources. As an employee, I have never received any offer of any value from Monster.
All of that was minimally annoying, but mostly a complete waste of time, which is something I, and I’m guessing you too, have very little of that available.
I call it the “Sniper” approach vs the “Shotgun” approach. I guess that makes my approach PG-13, but I think you get the point.
For some industries and businesses, the Shotgun approach is very appropriate. If I am selling something that just about everyone could consume, then yes, anyone with eyeballs and a pulse should hear my message.
However, that is not what I am selling. I am selling a high-end, very customized, and high ROI product with a relatively narrow list of buyers. Therefore, I am going to spend the time to track down the “right” group of people, and the right types of customers to go after.
And then, I’m going to go after them hard, because I know full-well that they are the “right” person to have this conversation with.
My argument comes down to this: where are you going to have the best return on your investment of time?
The answer to that question should determine the “right” approach for you…