If you are in the business of selling to another business (in our case retailers and restaurants) you all know that the most difficult task in the entire sales cycle is getting in front of decision makers. It is the most difficult because decision makers get bombarded with ridiculous offers all of the time. My best personal example of this came when I was President of Incredible Universe for Tandy Corporation. We had a cultural norm of answering your own phone. It actually was a great practice because it gave you a pretty good view of what was in the market place.
One day I got a call from the Mayor of a small town in Texas. Let’s call him Mayor Burt. Mayor Burt called me at about 11 am and was very animated. He was sure he had the next great location for Incredible Universe. There were no other competitors in town and he had the best piece of property. I asked him if he had ever been to any of our stores (186,000 square feet and hard to miss). He told me he had not been to any of our stores but he just knew we could be a winner in his town. Well, the county his town was located in was in far west Texas and had less than 50,000 people. It could not support a store of our size. I politely thanked him for his time and explained it was not a good match. Mayor Burt tried a couple more times but eventually understood that this was not going to happen.
But this is why retail and restaurant executives don’t take and return phone calls. You see, they have a reason, but it causes them to miss out on tools and merchandise that will make their business more successful. They all have time for a call or a visit from a company that is not going to waste their time. A company that has studied their business and has a specific solution to solve one of their business problem.
So, how do we get over this “moat” of resistance. How do we get through the castle defense system. How do we slay the dragons and bring our new sword and catapults to the kings and queens of retail. Well, we just storm the castle with our knights and princess’s , but we do this in a modern 21st century manner, we do this through Axcelora.
Axcelora is the invention of a group of executives with both retail, restaurant, and B2B experience. They have both made the cold calls and received them. They have run retail business and know what it is to get a phone call from someone unprepared. But they also know the delight they get when they are approached by someone who really took the time to understand their business and only called when they had a product that was a good fit.
When these executives were in the selling part of their careers they learned the advantage of being introduced to a decision maker by mutual friend. They understood the barriers this advantage broke down. To keep it in the vernacular of our story, they understood that a proper introduction would allow them to scale the walls of the castle without being pummeled by arrows and fire.
The business problem for Axcelora is simple to understand and VERY difficult to execute. There are thousands of companies that would like to eventually avail themselves to the services Axcelora has to offer, but where are we going to find the Knights in Shining Armour (and the clever Lady’s of the Castle) to make these introductions.
Our goal is to build an army of Knights and Lady’s to help us storm the castle walls and create a new way of selling into the retail world. The barriers put up today will keep out lessor competitors, but not the force of Axcelora. We will only take the best vendors with us on our march through the retail world. We will always have confidence in introducing our clients to our friends because we will take the time to insure our clients are prepared. We will help them create a thoughtful target list. We will help them with a clear minded presentation, one suite for the retail and restaurant world. Because we want our retail partners to be successful, and use the tools our clients are presenting to them so they can build a bigger and more successful empire of their own.
Like ancient times the Kings would pay their royalty with some of the bounty of their efforts. Here at Axcelora we do the same thing. Our Knights and Lady’s (we call them modern day Partners) are paid each time they successfully storm the castle.
Axcelora would like you to be part of the team that breaks down the castle walls and allows our high quality clients to get in front of the Kings and Queens of the retail and restaurant businesses. Just give us a call at 817 909 4354 or drop us a note at email@example.com or firstname.lastname@example.org .
Rich Hollander is a retail expert with over 40 years in the industry.