How often have you done good work for a big client and we think our future is secured? Then, we don't get other business from that client and we wonder what went wrong.
As smaller or specialized service providers, it may be that our services have limited applications. Nevertheless, if we are to grow our businesses, repeat engagements are vital to securing predictable revenue.
How then, do you make your specific expertise or offering have a broader relevance?
You may need to:
1. Reach outside your geographic limitations 2. Win business in larger companies with multiple lines of business (which means multiple points of entry and multiple purchasers)
3. Tell your story so it has a broader appeal, making your offering relevant to fundamental business concerns across several industries CM Associates’ methodology enables clients to extend their reach and relevance, without breaking the bank.
When CM Associates works with clients to reach outside their local market, we often start with a discussion of remote delivery. Many service providers believe that being face-to-face is their biggest value-add.
This view may not be shared by your clients. If potential clients are willing to work with smaller firms, this is often because they need a nimble partner.
Partnering with a large client to meet specific needs rather than delivering off-the-shelf solutions may be perceived by your client as being more valuable than showing up in their offices.
Speed-to-market and remote support is where smaller firms can outdistance larger competitors. If your service offering can be delivered by remote means AND be highly customized, your size and location may be irrelevant to a potential client.
ASK US: “How do we become market-ready for Big Game Hunting?”
cmassociates@sympatico.ca
To learn more about this author, visit Catherine McQuaid's Website.
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Catherine McQuaid
(Visit Catherine's Website)
CM Associates
do market reconnaissance for companies
wanting to acquire “wish list” new
clients: those in stable sectors, with
lots of ongoing needs.
How to avoid the feast-or-famine cycle of
project-driven assignments?
CM associates conducts new business
outreach:
gathering business intelligence on those
“wish list” new clients
establishing C-level relationships with
those involved in decisions
…all without the cost of face-to-face
meetings.
Simple, database tools, voice, email and
reconnaissance agents are all one needs to
secure stable, enterprise-wide, repeat
engagements.
Reach beyond local markets without leaving
home
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