The Dangers of Prospecting for ‘Cultural Fit’
25 comments
Warning: do not task your sales team to prospect for clients that have the right ‘cultural fit’…
We were speaking with a client about the types of customers they want to attract to their B2B business, and rather than weighting factors like market segment and industry vertical, they focused instead on cultural fit. It’s a growing trend that companies are not just seeking new business, but new business partners—a coming-together of organizations that aspire to similar futures, approach their challenges with like mindsets and share analogous values. The discussions are vivacious and engaging. And why wouldn’t they be? It is, after all, not just a goal of marketing, but a tradition of human inquiry to grapple with the indefinable and to seek connections that transcend the merely physical.
While cultural fit is a fine topic of conversation with marketers, it’s not an appropriate prospecting criterion to provide to your sales team. Coaching your salespeople to hunt for prospects that have the right cultural fit is like telling a car dealer “I want a car that thinks like me”. The dealer is going to ask, “Do you think you want a truck or car? Two rows of seats or three? Stick shift or automatic?”
Culture is conveyed through symbols, behaviors and practices. Your challenge, therefore, is to translate cultural fit into tangible attributes that can be easily recognized by your business development team when they’re identifying prospects. You’ll achieve more efficient results by focusing on practical business aspects such as annual revenue, number of employees, years in business, ownership structure, industry vertical, market segment, experience using your type of products and services, history dealing with your competitors, geographic location—and then and only then, secondary factors like mission, values and goals.
Sales people produce their best results when the task is concrete, defined and measurable. Indeed, if you’re a sales professional tasked by your manager to hunt for prospects with criteria that include largely intangible qualities, ask the questions: What will the prospect look like? How will I know them when I see them? What tangible attributes are indicators of these cultural qualities?
Equally hazardous is tasking your sales team to hunt for anything with a heartbeat—but that’s for another discussion.
Randall Flagg (May 04, 2010)
Nice article on B2B networking. To many folks do this trying to hit a home run in sales, missing the real business.
business internet marketing online small (May 07, 2010)
One of two or more subgroups within a target market. Different Marketing Mix strategies can be developed to reach each of the target market segments.business internet marketing online small
SEO Guide (May 31, 2010)
he dealer is going to ask, “Do you think you want a truck or car? Two rows of seats or three? Stick shift or automatic?”
dental implant dentist (June 07, 2010)
a goal of marketing, but a tradition of human inquiry to grapple with the indefinable and to seek connections that transcend the merely physical.
Anuya (June 12, 2010)
they are like the edible spoons of half the mexican dishes. you tear it into small pieces the size of a dorito and use it to scoop chunky parts of the food in between drinking the stew. sort of like when you use chips to scoop the dip. discount air jordan shoes
simulation assurance auto (June 24, 2010)
Aw, it was a top quality content. Actually I would like to write like this as well - taking time and real energy to bring about an excellent post… however what can I say… I procrastinate an awful lot and by no means appear to get things completed…
Square peg web (June 26, 2010)
if you’re a sales professional tasked by your manager to hunt for prospects with criteria that include largely intangible qualities
Liz Stamos (June 29, 2010)
Even though you target someone based on culture you might be shocked to realize that they might not know anything about their culture so people might be born in the same country as you but 3 generations back they were from another country and you find that the culture has been lost through the generations.
Besides a good sales person can sell not because of culture but because of skill. Eli (iphone accessories)
injury lawyer (July 07, 2010)
This post is so informative and makes a very nice image on the topic in my mind. It is the first time I visit your blog, but I was extremely impressed. Keep posting as I am gonna come to read it everyday!
Custom Remodelers MN (July 09, 2010)
Truly happy to post my comment on your blog. I’m glad that you shared this helpful info with us.
Link Building (July 22, 2010)
the same country as you but 3 generations back they were from another country and you find that the culture has been lost through the generations.
link building service (July 30, 2010)
a tradition of human inquiry to grapple with the indefinable and to seek connections that transcend the merely physical.
link building service (July 30, 2010)
Actually I would like to write like this as well - taking time and real energy to bring about an excellent post… however what can I say…
los angeles seo company (August 06, 2010)
It is, after all, not just a goal of marketing, but a tradition of human inquiry to grapple with the indefinable and to seek connections that transcend the merely physical.
diamond jewelry (August 07, 2010)
I feel like the author has extensive knowledge in the subject and it would help me to discuss further thanks for sharing.
Insurance (August 16, 2010)
a sales professional tasked by your manager to hunt for prospects with criteria that include largely intangible qualities
Insurance (August 16, 2010)
the size of a dorito and use it to scoop chunky parts of the food in between drinking the stew. sort of like when you use chips to scoop the dip.
Stack Exchange Updates (August 19, 2010)
A firm in the market economy survives by producing goods that persons are willing and able to buy. Consequently, ascertaining consumer demand is vital for a firm’s future viability and even existence as a going concern.Stack Exchange Updates
Insurance (August 19, 2010)
taking time and real energy to bring about an excellent post… however what can I say… I procrastinate an awful lot and by no means appear to get things completed…
buy used car (August 21, 2010)
Middle market brands are a unique breed. From those who are motivated to break out and claim the white space in their category, to those who have tried and failed, following these brands and their distinct journeys is always interesting.