Only a relatively small percentage of companies that need what you have to offer will be specifically looking for a solution at any one time. It’s one of marketing’s tasks to help identify those people who are currently in the market. But there will always be a large proportion of potential customers that will be looking for something you sell in the future – but that aren’t ready yet.
It’s important to educate and nurture those prospects so that when they do start to look, they know about you and you know about them – and ideally you’ll already have a trusted relationship in place by then.
It’s also vital that you protect your brand with these prospects by only sending relevant collateral, by listening and understanding and by telling a consistent story – which is another way we help our Clients.