Were you a dreamer when you tried to generate software leads for the first time? If you were, don’t be ashamed. Don’t feel bad either if you felt way in over your head.
On the other hand, don’t let the failure to nab some big name brands keep you from a goal. Just because you’ve only been managing to sell the small stuff doesn’t mean that you haven’t made a big change in your prospect organizations.
There’s always a chance for a domino effect for every little small thing you do whether it’s marketing a ‘weaker’ enterprise product or engaging people farther down the corporate ladder. Think about it this way:
- Smaller products have potential – Look at the relationship between growers and restaurants. What’s at the heart of the transactions? It’s not big money. It’s not corporate scheming. It’s literally fruits and vegetables. Without these, all talk of big business is moot. Likewise, whatever ‘weak’ product you have still has the potential to be the center of something bigger than itself. For example, the simple concept of digitizing prescriptions could have mass implications in the world of healthcare. Don’t look down on your own products by virtue of their own simplicity.
- Change doesn’t have to come from the top – For example, suppose you managed to market a simple recruitment application to managers in a small company. Slowly but surely, you start a trend inside the whole organization and soon the CEO himself wants to learn more. You don’t need the boss’ approval just to incite change in a company. There are other places where you light up the spark.
- You are closer to people – It sounds both sentimental and revolutionary but there’s simple logic behind it. When you target those on the bottom of the ladder, you get a better idea on what average life is like in a supposedly big-name company. You have opportunities to connect. Pain points can be seen more up close and personal. Prospects could be easier to reach (they could be right across the street for all you know). Sometimes it’s just not worth running through the hoops (and the gatekeepers) in a race for the top.
When you fail to go big, starting small should always be your first alternative. Don’t underestimate the domino effect of everything you do. Your software leads may be small but they can still take you places.