The Shotgun vs. Sniper Approach

Breaking through is the hardest thing we do in sales. 

For a good chunk of my career, I was all about the shotgun approach—high volume, blast the market, and hope something sticks. Send 100 emails, make 100 calls, volume, volume, volume. 

Don’t get me wrong. It worked. I made my numbers. But it was a rollercoaster of time and effort, and I wasted so much time. 

Why this approach falls short:

• Lack of Personalization: Sending generic emails won’t make you stand out.

• Inefficient: High volume with low returns.

• Not Scalable: Your team will burn out quickly.

So, while this approach can work, especially for tier-B and tier-C accounts, you won’t close anything tier-A.

When it comes to tier-A accounts, we’re talking about a different ballgame entirely. You need a sniper approach for these gems—precise, well-researched, and highly tailored. 

Finding the Bullseye: Compelling Events & Areas of Interest

Knowledge is power, folks. To conquer tier-A accounts, think differently—zero in on compelling events or areas that interest them. Go beyond the surface; dig in the weeds deep. Keep tabs on their latest activities, whether it’s a recent funding round or a new exec on board. The more you know, the better your shot.

Diving Deep:

1. Check Company News: Watch their latest press releases or fundraising rounds.

2. LinkedIn/Social Research: Check your prospect’s activity—what they post, like, and comment on. 

3. Peel back the layers: Build the complete picture of who your prospects are