A different way to create the B2B relationships you most want
Why, In the AI age, are the ideal prospects even harder to engage?
They’re easier to find.
Easier to research.
Easier to reach.
So why is getting them to engage becoming the real problem?
Technology has made reaching prospects easier than ever.
But it’s also made it easier for everybody else to reach them.
The internet increased the number of sales approaches.
Automation multiplied them.
And AI is now making it possible to research, personalise and deliver those approaches at a scale we’ve never seen before.
We’re getting better at reaching prospects at exactly the same time they’re getting better at avoiding being sold to.
Is AI about to solve the problem or make it worse?
That depends on what we use it for.
Relationships Before Selling
Most businesses already know the kinds of clients they’d particularly like to win.
The problem is getting the right people inside those businesses to engage before they mentally classify you as another sales approach to avoid.
That’s where KRO operates.
We use AI-assisted research and intelligence to understand the businesses and people you most want to reach.
But technology doesn’t replace the relationship.
People do the engaging. People have the conversations. People use judgement.
Instead of beginning with your proposition and trying to overcome sales resistance, we look for genuine reasons why the prospect might want to engage in the first place.
The relationship begins before the selling does.
Start With The Clients You Want
If you could choose the companies you'd most like to build relationships with over the next 12 months, who would they be?
They might include companies you’ve never approached.
Companies that ignored previous approaches.
Relationships you’ve struggled to start.
Companies you’ve lost to competitors.
Or simply valuable prospects that deserve far more individual attention than conventional prospecting makes practical.
Those are the companies we’re interested in.
Not the greatest number of leads.
The right relationships with the right people in the right companies.
AI does the heavy lifting. People build the relationships.
Technology now allows us to research individual companies, decision-makers, markets and commercial circumstances at a depth and scale that previously required enormous amounts of human time.
We use that advantage differently.
Not simply to produce more apparently personalised sales messages.
We use it to give a relatively small number of valuable prospects far more individual attention.
AI helps us research and understand.
People think, engage, listen and converse.
And when there’s a genuine commercial reason for your business to enter the conversation, the introduction can happen naturally.
A Different Commercial Relationship Too
KRO isn’t built around generating the greatest possible number of leads or collecting an indefinite monthly agency fee.
We work with specialist B2B businesses where a relatively small number of valuable new client relationships can create significant commercial value.
Our initial work builds the research, intelligence, engagement and relationship-origination capability around the clients you particularly want to win.
Then we prefer our long-term profits to come from helping create yours.
Where appropriate, our ongoing commercial structure is linked to the value of the new business we help originate.
Our interests should be aligned.
About KRO Consultancy
Experience meets a new generation of technology.
KRO Consultancy was founded by Andy and Chris Frain.
Our experience spans digital customer acquisition, business development and the evolution of online marketing from the early internet through automation and now AI.
We’ve seen each generation of technology make it easier for businesses to reach more people.
We’ve also seen the unintended consequence.
The easier selling has become to scale, the more sophisticated people have become at avoiding it.
KRO has been built around what we believe comes next.
Using extraordinary new technology to understand people and businesses at a scale that wasn’t previously possible, while keeping the part that matters most genuinely human.
Research at scale. Human judgement. Genuine conversations. Valuable relationships.
Who Would Your 100 Be?
If there are companies your business would particularly like to win, we’d be interested in understanding who they are and what one of those relationships could be worth.
Because you don’t necessarily need hundreds of new customers for this approach to make commercial sense.
Sometimes a small number of the right relationships can change the economics completely.
