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Catherine McQuaid Articles

Written by: Catherine McQuaid

Win New Clients: C-Level Entry - Click To Read Article
The job of the Alpha animal is to keep out intruders. Nevertheless, it is crucial that you win the attention of the C-level executive if you are to become a preferred vendor because: Even though C-level executives seldom make a decision on their own, they have authority for resource allocation

Winning New Business: A Beach Head Project - Click To Read Article
After all your efforts at due diligence, documenting your wide access and deep knowledge of an organization, a beachhead or pilot project will be identified. It may be that a particular line of business has an urgent need. It may be that one area of the business is willing to fund a test. There may be consensus that your solution can be adapted to other lines of business once success is demonstrated

Winning New Clients: Move from One Industry to Another - Click To Read Article
At the moment, your most compelling story may be relevant to only one sector or application. You risk diluting the impact of your story by watering it down to a generic benefit like cost containment. Often an industry perceives its challenges as unique to their particular circumstances. You may see your relevance more broadly, but remember, relevance is in the eye of the beholder

Winning New Clients: Brag to the Rest of the Enterprise - Click To Read Article
Since you have access to the many people you have had discussions with and know where each sits on the company “chess board”, you have permission to go back and update them on the progress that is being made on the pilot. Notice that all the development time you’ve invested with people across all lines of business now has the potential to produce results. Unlike a sales optic, which often assumes that a “no” now means a definite “no”, a development focus assumes that circumstances are always in flux.

New Business: Becoming a Preferred Vendor - Click To Read Article
Successful Big Game Hunting depends upon knowing everything about the entity we are tracking. 1. Telling the Story Are you hunting water or tree-dwellers? Where do they prefer to eat? Do they travel in herds or are they loners? Knowing the habitat and habits of the entity you are tracking means you have a greater chance of not scare them away before they spend a little time to check you out.

New Business Development: Pipelines Wide and Deep - Click To Read Article
When conducting qualifying phone conversations with executives, there are objectives beyond getting a purchasing decision. These developmental objectives do not have a sales focus. The objective is not necessarily to identify a potential project, which would be a sales focus. The longer-term objective is to become a preferred provider enterprise-wide. Therefore, the information gathered during these phone conversations is different from a pure sales focus.

Major Accounts: Winning Business with the Big Guys - Click To Read Article
How often have you done good work and then do not get other business from that client? 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?





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