Reps that land these accounts are seen as heroes whose business practices are written in stone for everyone hired into that role going forward. We can all agree that elephants provide an organization with significant revenue streams in the short term, but what about the long run? Is there another source that could be as, if not MORE, lucrative over the long haul? As a matter of fact, there is…except not many representatives or companies are able to see them or the massive potential they represent. Why? Their work is being done mostly underground.
I consider myself an “ant”, not an “elephant”. In fact, most small business owners probably place themselves in the “ant” category. The reason? Because small business owners aren’t provided the same opportunities to leverage today’s technology and big data as large corporate counterparts. They simply have to be more frugal with their cash flows in order to make ends meet. Unfortunately, that means the customers they are passionate about serving are often faced with operational IN-efficiency throughout the buyer journey. For instance, large companies have the resources to leverage predictive analytics to more accurately anticipate the needs of customers. Small business owners have to physically listen to each of their customers’ interactions and reach out to them MANUALLY, not via automation tools provided to their larger competitors within their custom-tailored systems. This seriously restricts the ability of small business owners to add value to their customers’ experiences. My assertion, which is supported by at least a handful of influencers out there, is that “ants” provide a huge, untapped opportunity.
Ants are truly fascinating creatures, and perfect for this analogy. Here are some interesting facts about ants that can be assimilated to small business ownership and marketing:
- Ants can lift up to 100 times their body weight. Like small business owners, they have to do their own heavy lifting.
- Ants recruit other ants into their colony to help do their work. Sounds very similar to an advocacy program, doesn’t it?
- Ants do most of their work out of sight. They build massive networks of colonies across hundreds, even THOUSANDS of acres, and no one even pays attention.
What would happen if some attention and support were suddenly given to small business owners who have been doing their own heavy lifting, manually piecing together their own systems while diligently building tight-knit, connected and far-reaching communities of compatible world views? What if they suddenly had all of the tools necessary to come out from their underground networks and could start influencing others to build their own inter-connected communities above ground? How would the cumulative benefit of serving thousands of “ants” compare to that one “elephant” not only in present, future, value?
It might be worth a look, don’t you think?