Don't wait until your customer is thirsty

According to most medical journals available "by the time you feel thirsty you are already dehydrated - you want to avoid becoming thirsty in the first place." (http://www.symptomsofdehydration.com/)

Many sales and marketing strategies require clients or customers to already have a need and for the product or service to suit that need. Marketing collateral is sent out, advertising budgets are approved and spent, phone calls are made to enquire to see if clients have a need and the process is kept entirely reactive. "I will be here when you decide you have a need."

In a lot of cases, by the time the need is recognised by the organisation it often feels too late. Their competitors have beaten them to market, their need is now so important that finding the solution is the only thing that matters. This is great if you are the only supplier of your product or service, or if you are lucky enough to be front of mind at the time. Or even luckier still is if you happen to call at the same time as the need is recognised. But this kind of luck seldom comes and hoping for it to pay off is the worst strategy of all.

If you wait for your customer to be thirsty, chances are they will be beyond thirst and their need will be so strong that winning their business is now down to chance. Instead, find the customers who are willing to recognise their thirst before it is a major business concern, help them to realise your partnership value and grow the relationship.