How to Reach an Unreachable Target Market

In B2B situations, sometimes and often many times, it is hard to reach the right person who makes decisions for business deals.  Those people who have decision powers tend to be those who are inaccessible besides business hours. They are unlikely to attend networking social events or contact people on social networking sites. They are hard to reach and be found. Why?

Well, they are simply busy after work.  They have kids to take care of. They have elderly parents who need to be driven to doctors. They have errands to do for their families. They do not have time for themselves until 9 or 10 pm at night. By that time, they are too tired and have to be in bed so that they can restart the same busy day the next day.

Then how and where can you convey your messages that your products are good or worthwhile to take a look at? I recently went to a seminar in Santa Clara which was hosted by KeyPoint Credit Union. It lasted from 11:30am till 1:30 pm with lunch included. It seemed to me that there were about 50 professionals gathered to listen to Linda Popky, the president of L2M Associates, Inc. I not only got hints and new ideas from the session, but also I met several professionals in different fields in such a short period of time.

a Presentation by Linda Popky of L2M Associates on “Thought Leadership”

According to Mr.  Noyman , the Director of Sales & Development  of Keypoint, they have been hosting the lunch time events. And their evening sessions easily attract 50-100 people per night. But the power of lunch time sessions should not be neglected. My professional friends, who are also busy with family responsibilities after work, say they go to breakfast/lunch time sessions or listen to podcasts and webinars, but not many evening sessions and they are hardly use any networking sites or twitter, delicious, etc.

If you are looking for a way to reach inaccessible busy people, organizaing attractive events during breakfast or lunch time is a good option. People will come if food is free, presenters are interesting, and locations are convenient to their offices. It does not have to be a face-to-face meeting as well. They could be webinars or online meetings. But don’t forget: Be creative and explore ways to attract other professionals in your field.