Why Relevance is the smarter way to grow
Drucker famously said, ‘The purpose of business is to create a customer.’
So many believe that referrals are their bottomless supply of new customers and put too many of their eggs in that basket. Referrals are great but you don’t control them; hey dry up, take effort to set up, and only come once you’ve got a good number of happy clients. Most businesses don’t have a huge stable to create a constant stream of referrals.
The safer scalable route is to take ownership of your pipeline and work to build it full of businesses that you want to do business with and relevance is your best friend. Remember, you can’t control their no, but you can build their know. Relevance is the bridge, it means you’ve shown up consistently, with the right message, so when timing is right, you’re the one they remember.
What is relevance?
Relevance is about connecting your solution to their motivation. It’s the difference between being invisible and hearing, “That sounds interesting, tell me more.” If your outreach falls flat and there is no inbound please ignore the instinct to go bigger, wider to more sectors, with more noise, more fluff and guff, instead think how can I get something working and build out from. You will build traction faster by going narrow and deep. Think …..
- Who exactly do you serve?
- Why does your offer matter to them?
- What shift are they trying to make, escape, or reach?
Becoming relevant
How many people have you actually introduced your business to this month? Not likes or impressions, how many real conversations have you had where someone can say, “We might need that.”
If you have had conversations how did they go? was there a great human interaction and interesting discussion or did they not get it, weren’t interested and weren’t motivated to ask a question. If you can’t spark interest face-to-face, there’s work to do.
In reality most of the talk about your business is probably happening in your own head or board room with your own people. Outbound gets you out of that echo chamber and gives you real feedback:
- Does your offer make sense?
- Does your message land?
- Why do prospects buy, or not see the need?
It’s not always comfortable, but it’s always valuable.
Think smaller
Your buyer’s next decision isn’t your big vision; it’s a small, specific pain point they want to fix right now. Connect to that conversation first – then you can earn the right to talk about the bigger picture later. Sales don’t happen at the start, they happen after attention, relevance, and trust are built. That’s why we test messages in the real world. If nobody bites, we don’t make excuses, we ask better questions, relook at the offer, look at the narrative, tweak, test, and keep going until something sticks.
There’s no wrong answer but the goal is to find the answer. That’s the real power of outbound: we can tweak, test, and shift until something starts to stick. The more you’re involved and open to the thinking and conversation, the better your results will be.
Relevance is a cycle
At Your Lead Generation, we’re not here for one-hit wonders, we run an ongoing, repeatable cycle of outreach that; validates your message, tests your market, builds familiarity, creates future demand so when they’re ready to buy — they know where to go.
You don’t need to wonder if you’re relevant, you can find out. 100 calls will tell us how relevant you really are so you can stop guessing.
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