Roadblocks and Winning Strategies

I recently received a newsletter from Ackermann Public Relations firm* that included a list of helpful hints for new businesses development that I think also apply to IPS. We have regular turn-over of elected officials and manufacturing managers, so really we are starting over with them as "new" customers. What do you think?

Roadblocks:
Lack of adequate resources - not putting the necessary time, money and/or people behind your new business generation efforts.
Lack of focus and discipline - being too reactive as opposed to proactive; failing to have a true business development plan that is based on a well-researched and consistently implemented strategy.
No prospect identification - not going after prospects who have been identified as receptive to your marketing messages and in need to your company's products or services.
Random pitching - not being selective in terms of how you spend your time and resources pitching new business.
Unclear or non-existent positioning - not offering a truly differentiated marketplace positioning; not giving our prospects a clear reason to choose you over your competitors.

Winning Strategies:
The right team - paying attention to the importance of having great chemistry with the prospect and putting a team in place to assure that.
Research - doing your homework in advance to give you deep insight into the needs and preferences of your targets and then forming a careful "capture plan" around that.
Strategy - understanding the critical intersection of your prospect's needs and your company's expertise and putting a sound strategy in place that reflects that.
Creativity - going beyond the usual, "tired and true" approaches and offering your prospect a truly new and better mousetrap.
Desire - if you really want the business, don't hesitate to tell your prospect that. Don't be afraid to express your "blatant eagerness."



*Ackermann pr, 111 Northshore Drive, Suite N-400, Knoxville, TN 37919, www.ackermannpr.com