Core: Your family and closest friends.
First ray: Here are your co-workers, your customers, suppliers and contractors.
Second ray: There are your leads, prospects and people you don't relate to often, acquaintances who occasionally pop into your life.
Third ray: Those you don't know, but need to know.
If you want to move up a gear in terms of sales and customer base, you must invest in the third ray.
You open two fronts.
In the first, via prospecting, you approach those who are the most likely, those you want as clients, whatever the criteria may be: proximity to the company, its size, brand, segment, etc.
Remember that the approach should be made taking into consideration the person you want to contact. Every B2B relationship starts with two people.
So you should, in your strategy, map out the people most likely to start this approach.
The second front is for you to create a relationship system that attracts the audience most likely to buy what you sell.
This is where their content and distribution centric strategy comes in.
With these two fronts operating at full throttle in the third ray you bring the best people to the second ray who will be converted to the first.
The better your first ray, the greater the general wellbeing of everyone in your core.
But it all starts a few km ahead, actively on the third ray.
It's you, mapping out the path to your happiness.
