In 2021 we were hired to approach every shopping mall in the region.
The company was successful at home and had the ambition, but its business development resource was small and busy with Europe. Nobody was going to call a hundred malls in the Gulf. We did.
What we did
The first four weeks were interviews with the people who lease mall space, to test whether the value the product promised was one they recognised and to work out which malls to go after first. Then two months of outreach across the region's shopping centres.
A small market, counted honestly
There are only so many malls. A hundred approached is most of the addressable list in the Gulf, which makes the outcome easy to read: one contract, one RFP and three live leads from a full sweep in three months. For a product bought by a leasing director, that is the market telling you what it is.
What it shows
When the total addressable list fits on two pages, sweep it, count it and say what you found. The interviews in month one are what let the calls in months two and three land with the right person.