The most important thing when launching a new product into the mass market is building an opportunity pipeline with an adequate amount of qualified business opportunities. When entering the mass market for the first time, you often don't know your ICP (Ideal customer profile) and target segment as well as you might like.


The most important thing when launching a new product into the mass market is building an opportunity pipeline with an adequate amount of qualified business opportunities. When entering the mass market for the first time, you often don't know your ICP (Ideal customer profile) and target segment as well as you might like.

In order to identify your Innovators and Early Adopters, you have to reach out to the entire market and find the 5% that’s willing and ready to buy your product now. Finding those 5% requires a structured outbound plan and process, where Disqualification is the name of the game. Don’t spend time on the prospects that are not ready to buy. Disqualify them early and move on to the next prospect.

In order to launch an outbound sales ‘attack’ plan to the mass market, you’ll need a solid starting
process:
- Define 1 or 2 target segments based on today’s market situation (potentially segments that you’ve never previously thought about), build a prospect list and go after it, reach out to every potential customer in that segment and find the ones that are most willing to talk.
- High activity levels - when finding your ICP (Ideal customer profile), it’s key to speak to as many people in as little time as possible
- Several channels - don’t limit yourself to just e-mail, just Linkedin or just cold calling. Make sure you’re agile enough to use different channels, and adapt when necessary - you need to be where your prospects are.
- Messaging - convey value. It’s not about you or your product. Focus on what problem you solve, and make sure you earn the right to ask questions: Why are you reaching out to this person + company -> how can you solve one of their ‘problems’?
- Track EVERYTHING. In order to be able to draw conclusions from your specified segment outreach, messaging and channel you need to track every activity and each activities outcome.

This allows you to be agile, and iterate on your process weekly/ bi-weekly.

In conclusion, if you’re able to build a structured process, then follow that process with the necessary activity levels, the end result should be an opportunity pipeline filled with qualified, business opportunities. Then comes the easy part...closing those opportunities as “Business Won!”

Would you like to learn more about my work, please reach out to me at rik@scaleupxq.com