Adapt Your Prospecting Strategy to Focus on Current Customers

By Anthony Seiler, ACDI: Have you tried to buy a car recently? How about lumber? Or a laptop? Dare I say, a copier??

Chances are you know where I’m going here and have felt the pain of hardware constraints in recent months. I heard a lobbyist say that by the time washing machines are delivered, they are already out of warranty! Imagine that for a moment… I’m a consumer, too, and scratch my head with some of the lead times I’ve been told. And for our dealer community, we’re living this with you and trying to offer value in any way we can.

So back to ‘Strategy needing to be adaptable.’ We set net new goals for growth and year-over-goal targets to blow last year’s number out of the water. And this year we did the same. Part of being in the trenches with our partners is providing a listening ear. With customers wanting to buy and lead times farther out than we’d like, we find ourselves with unanswered questions and a backlog growing.