Win the Business You Want
Like the old saying goes: ‘if you fail to plan, you plan to fail,’ and this maxim certainly rings true when drumming up new business. We all want to win great new customers, but few businesses sustain an ongoing effort towards finding them – and then the enquiries dry up.
Of course, a lot can be said for quality word-of-mouth referrals and seizing on those chance incoming enquiries, but it’s essential to be proactive if you want to create new business leads. If you want to avoid the feast-or-famine situation so many SMEs suffer from, you simply cannot be passive about creating new business.
Ever find yourself dealing with customers with needs and expectations totally mismatched to your company size, location, services – even your company’s payment terms? The best bit about regaining control of the customers you’re attracting is that you can choose the right one for you rather than inheriting the one you’re drawing by default. Our business development process with new clients always starts with this key question: what business do you want to win? Once we know the answer to this, our job is a matter of making you look the part: positioning you perfectly to win the customers you want to work with.
We recently worked with a company whose ideal customer was local FMCG food brands. We set to work, did our research and located a cheese company ten minutes from their office whom they’d never approached. Desirable new business: won.
Another company we consulted was already supplying a top London restaurant but was struggling to add similar names to their repertoire. We sent a case study out to a database of carefully selected restaurant chains, promoting our clients’ products and focussing on their work with their most renowned client. The result? A nationwide contract with Pret-a-Manger. Our client had never considered the winning approach we took, concerned that he wouldn’t have been taken seriously as a small supplier pitching to major players in the food industry. Food for thought, hey?
Take a moment now to think about the type of business you want to win. Who is your ideal client or customer? With this in mind, do you think you’re presenting your business in the best possible light? We will help you attract the right customers by taking a look at everything from your branding to the customer experience you offer. We’ll help you develop systems to keep those warm leads hot, converting them into desirable business for you.