They Know You First

Provide the means for prospects to educate themselves instead of just informing them.

In today’s online world and through mass media advertising, prospects can easily become aware of a company’s offering long before the company is aware of them.  Prospects are likely to take time to get to know the company first and make contact only after they have qualified the company.  In essence, roles have been reversed.  Prospects move themselves through the initial selling process on their own, moving through the first few sales funnel levels.  Companies need to educate, not merely inform, prospects to get to know and understand the value the company can provide them.