Thank you to my LinkedIn connection Phil Hodgson, VP Sales – HP Canada, for posting this great cartoon on LinkedIn some time ago. While it’s a clever parody, the unfortunate truth is that the above cartoon is all too true.

Let me share a not too uncommon experience or two with you…

The other day, I reached out to a CEO of a major multinational that I had been referred to. This was a good referral from a friend of the CEO’s, with an email from the CEO confirming his willingness to talk. Despite this introduction, he was proving reluctant and standoffish.

The first two times I made contact, he was quick with the old “it’s a bad time right now”, and asked me to “call him back another time”. Finally, the last time I made contact, I was given an opportunity to speak, albeit in the face of a brief and cold reception. The discussion lasted maybe three minutes, concluding with his request for my contact details so he could ostensibly forward them to his VP of Sales. I don’t believe he listened to much of what I had to say, and I have my doubts my opinions were shared.

Some months ago, I had a different experience but the result was the same. I made an initial introduction to a prospect on the phone, but this time we hit it off. Apparently my timing was perfect as they were in the throes of contemplating their new business/prospecting strategies.

The client was eager to know more so we scheduled a second call. That call went as well as any hopeful vendor could hope for, with an earnest and authentic discussion of what I could offer, what they needed, and the simpatico between what I offered and what they needed.

At this point, he asked for me to reach out to his peer who was in charge of learning and enablement. “He’s a great guy” and “I consider him a friend as well as a colleague” my prospect enthused. “He will be happy to speak with you”. Pretty good lead, huh?

So, on this one occasion, I broke my cardinal rule, and left the “friend” a voicemail message. It was short, concise and succinct in that his colleague had asked me to call. I left my contact details and then waited. Days, then more days passed and wouldn’t ya know-it, no returned message. Back to basics. I employed my standard First Approach tactics and made repeated attempts to get him on the phone, all to no avail (No, even First Approach doesn’t work all the time).

I let the original prospect know what happened and while he was clearly uncomfortable that his friend hadn’t engaged with me, there wasn’t a whole bunch more he was prepared to do.

I believe the above cartoon outlines one of the most pervasive failures in today’s day and age, that of the overtaxed, vexed, and generally aloof B2B prospect.

If you’re one of those that I’m talking about, always flying a million miles an hour to execute and “bring the number home”, then maybe you need to stop for a moment and consider the cartoon. There are lots of good people out there with good ideas that you don’t know, and cloistering yourself behind the dogma of “I have it all figured out” will hurt you in the end.

While it’s often hard to weed out those who can genuinely offer value from the chaff, good people with good ideas are a vital and necessary resource for people who wish to move the ball forward, for people that recognize it would be impossible to evolve merely by conversing with one’s self in the mirror each morning.

Yes, fielding countless calls, emails and other prospecting overtures can wear one out and yes, many of them will offer no value, but hiding your head in the sand isn’t a viable alternative.

And what if you don’t make yourself available? You will end up breathing your own exhaust, recirculating and regurgitating the same old same old. Your business as well as your own personal brand will stagnate because it’s impossible to gain insight and awareness of new and fresh thinking without exposing yourself to those that offer fresh thinking, and that means engaging with new people who often have the word “sales” attached to their title.

If you’re a B2B sales person, and you have the machine gun, then be persistent in your quest to get the attention of those you genuinely believe are interested in expanding their horizons.

Don’t let the “ostriches” get you down because generally speaking, they are a waste of time. Instead, focus on those who have genuine interest in building their business and expanding their minds. These are the people that become the most rewarding to work with and reciprocate with opportunity in kind.