By Sid Chadwick
“When confronted with two evils…. I prefer the one I haven’t tried yet…..!”………………………….Mae West
“Can we successfully differentiate ourselves to expected target customers….?”……is one of four critical questions asked by Amazon senior management - when considering a major initiative.
Amazon seems to know what they are doing.
Lack of a purposeful business development strategy, that supports a superior differentiation, is determining who does not survive evolving, fast-changing market conditions
Questions I try to ask, on the front end:
- What are your capabilities.....whether or not your customers know them….. and whether or not you recognize and promote them….?
- What projects and capabilities have you excelled producing….are you most proud having produced…did your customer(s) rave about …?
- What products or services have grown the most….have the best margins….have been easiest to sell and promote….?
- If we organize your customers by “customer category” (e.g., agencies vs. retail vs. manufacturers vs. packaging, etc.), and measure (a) their “value-added” contribution, and (b) profitability contribution, is there a discrepancy….? (Are some customer groups providing “higher value-added” vs. “profitability”.)
Who your organization pursues and develops as customers now – determines what your company looks like – two and three years from now….!
Who we pursue is who we sell……And direction is more important than speed.
Only a few organizations are specific, based on “performance analysis”, who they pursue, and who they don’t – and should not - pursue.
All dollars going through your organization are not equal.
Every time a prospect is pursued, a current customer is nurtured - your organization is investing its future.
Few sales trainers, sales training organizations, and marketers - are:
- Conducting this type of frequent analysis, and then
- Guiding their clients to public Databases – containing almost unlimited target prospects they should be pursuing….prospects whom they:
- Have a history of successfully serving, with
- Higher margins, higher growth potential, and new customers’ revenues….!
There’s almost always a better way to invest precious dollars… into Business Development.
“The people who are crazy enough to think they can change the world…are the ones who do….”……………Steve Jobs
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