B2B Marketer
Issue No. 58 - April/May 2011
Playing with big boys – it gets rough
by Kimon Lycos and Kimon Lycos
Oooooh, imagine the wonders of hooking up with a big boy; you know one of those massive multinationals, who despite their power and size lack the very innovation you can deliver. With one order, you can raise your sales by a staggering 30%. The global market place opens up like a ripe clam, and you have a ready-made sales force which can ‘bolt on’ your brilliant solution to their established customer base.
Sounds like a match made in heaven? Well, welcome to a common hell for the little guy.
Perspective is critical. You have to stop looking at all the upside from your end, and think about what your small bananas mean to the 2,000 pound gorilla who already has a whole plantation. A common misconception is that big players are looking for new things to gain an advantage. The reality is, they are working at such a scale, that new things are a threat. Changes represent a massive risk of upsetting a huge apple cart, and often the margins for large players are so skinny they make Paris Hilton look disastrously obese.
The tantalizing allure of playing with the big boys is very hard to resist. The upside seems so tremendous, the downside is often overlooked.
Often times, it is better to say to the big boys that all empowering word, “no.” (You can also add “sod-off,” if the occasion demands it.)
Let’s consider some examples of the games big boys play.
GAME 1: Rope-a-dope
Off you head to the USA to meet with a large player (gee Mike, can you believe it! They will meet with us! This could be huge!!!).
Your offering is perfect. You know it is and you are pretty damn sure they know it is - otherwise, why would they meet you?
The meetings go very well. Chad, Bob, Tex and other people with single syllable names nod in agreement with you, as you explain your technology, how it works with the...
