The Dangers of Prospecting for ‘Cultural Fit’
Warning: do not task your sales team to prospect for clients that have the right ‘cultural fit’…
We were speaking with a client about the types of customers they want to attract to their B2B business, and rather than weighting factors like market segment and industry vertical, they focused instead on cultural fit. It’s a growing trend that companies are not just seeking new business, but new business partners—a coming-together of organizations that aspire to similar futures, approach their challenges with like mindsets and share analogous values. The discussions are vivacious and engaging. And why wouldn’t they be? It is, after all, not just a goal of marketing, but a tradition of human inquiry to grapple with the indefinable and to seek connections that transcend the merely physical.
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