The idea of a secret admirer doesn’t necessarily have to be romantic (or creepy). One can have secret admirers in a business sense.
How? It’s because not all of your best customers are the type to show it. (As a matter of fact, did you know that your biggest social media mentions don’t actually come from those with a lot of followers?) For appointment setters, finding and drawing these power users out could add more value to your sales pipeline.
But first, perhaps it’d be good to differentiate the business kind of secret admirer from the romantic kind (and the stalker, of course).
A secret business admirer is a market observer.
In a way, you’d be right to assume that they’re the calm, strategic types. They might see your business as the key to a particular goal. Sometimes they may even approach you under a different name and that their real name is that of an important voice in your industry. (Think of the surprise critic Solene LeClaire from Ratatouille.)
There’s no direct way for an appointment setter to really approach them. However, the very idea of someone secretly observing your business means you all have to be vigilant with both your marketing and core activities. It’s also good to pay attention to what’s currently going on in your industry and familiarize with the thought leaders new and old.
For all you know, what looks like an average prospect could be someone sent by Warren Buffett.
They could also see you as a key piece.
This sort of prospect deals with you in secret and under a bit of anonymity because they don’t like anyone else knowing about your exchanges. Why? That’s going to be up to your appointment setters to find out.
If you want to make an educated guess though, they could see your business as key to a strategic market position. And if there’s anything you should know by now, a position like that is something that their competitors would love to deny them. On that note, pay very close attention when they mention these competitors (even if it feels like they shouldn’t have anything to do with your company). Also make sure to really build a lot of trust and avoid saying or guaranteeing the wrong things.
You could be dealing with a secret newbie.
Some brands could have a certain reputation that the idea of them running short on a particular business process could actually cost them. It could be that great restaurant that apparently cuts corners in its plumbing or that financial service firm that’s a little short on cyber security.
Appointment setters need to play the confidential doctor if your sales reps want to come out of the appointment with any hopes of future business. You may not be able to tell the world how you helped this seemingly famous company with a rather embarrassing problem but it could be worth the relationship.
Secret admiration has its tactical advantages from the perspective of business. Don’t let the romanticists hijack it so quickly when it can help you deal better with customers and prospects who don’t want anyone else to know why they love doing business with you.