Three Things

Yesterday was a hectic day.  I completed a two day workshop with the executive management group of a southern California construction management firm.  The purpose of the workshop was to develop the foundations for the strategic business development plan, something this firm has lacked for a very long time.  You know the type.  Responsive, reactionary and losing!

A close colleague of mine has always of mine has failed to see the benefit of these working sessions for a long time.  His position is, “just win work.”  But, you can’t “win work” if you’re trying to sell to just anyone!  I liken it to this—you can’t get a dedicated Pepsi® drinker to drink Coke®.

At the end of a very long day, the elder statesman of the group said that as difficult as the process was he felt that it was thorough and productive.  He then went on to ask the following, which I share with you today.  “You’ve proven a lot today, but what three things do you want me to take away from this, if nothing else?  I didn’t even pause.

1. Be Focused.    Define the profile of the client that “buys” your firm NOT your firm’s services.   If you sold a product, you’d know the profile of your consumer—age, demographic, income, buy patterns and that’s who’d you’d market to.  Everyone else would fall by the wayside?  Why?  Because they don’t buy what you offer.

2. Have a Process.  It’s not enough to have a go-no-go process.  You need to have a sales process that includes client-specific plans, goals, milestones, quantifiable targets and yes a go-no-go decision making process.  You also have to hold each other accountable to commit to the process.

3. Apply the litmus test.   The purpose of your firm’s vision (not its mission), is to define what success looks like for your firm—revenue, profit, collaboration, etc.  It is NOT an internal marketing statement. Its purpose is invaluable.  It serves as the litmus test by which all difficult decisions MUST be tested.  If a firm’s vision statement is to “sustain long term growth and provide profitable returns to its employees”, then guess what?  Each project that is evaluated through that structure 9see above), must meet that litmus test—without emotion.

So, I ask you today…if you do nothing else in your marketing/business development efforts, does your firm do these three things?  If not, why not?  The answer may move you from responsive, reactionary and losing to strategic, deliberative and winning!


Karen Compton
Industry Speaks