CHOOSING WHO TO APPROACH
Five signs a business is worth approaching
The quickest way to sell more is to stop chasing businesses that were never going to buy. Before you write to anyone, it’s worth two minutes to check these five things.
1. They do the kind of work you help with
Sounds obvious, but category names mislead. A “caterer” might run weddings or might supply school dinners. Look at what they say they do, on their own website, in their own words.
2. They’re somewhere you can serve
If you deliver, install or visit, distance matters. A perfect customer three hours away may cost more to serve than they’re worth.
3. They’re the right size
Too small and they can’t afford you. Too big and you’ll spend months in a buying process built for larger suppliers. Think about your best existing customers and look for businesses of a similar shape.
4. There’s a reason now
A new site, a new service, hiring, a refurbishment, a change of owner. Something that makes this a sensible week to get in touch. It also gives you your opening line.
5. There’s a proper way to reach them
A published email, phone number or contact page. Even better, a named person. If you can’t find a legitimate route in, park it.
What if only three are true?
Then it’s a maybe. Keep it on a list and come back later. The aim is to spend most of your time on the ones where all five line up.
bexford checks what a business does, where it is and whether there’s a published way to contact it before it reaches your pipeline, and each lead tells you why it fits. See how it finds customers for you.