Capturing Business Beyond a Local/Regional Area
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Chandler Young's presentation for the FSEA Annual Convention in New Orleans
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Capturing Business Beyond a Local/Regional Area
- 1. Capturing Business Beyond a Local/Regional Area 05/06/10
- 2. “ What a business thinks it produces is not of first importance – especially not to the future of the business and its success. What a customer thinks he is buying, what he considers “value” is decisive – it determines what a business is, what it produces and whether it will prosper.” -Peter Drucker 05/06/10
- 3. “ You don’t have to look both ways, if you never cross the street.” 05/06/10
- 8. "Courage is not the absence of fear, but the capacity to act despite our fears.“ ___________________________________ Chandler Young VP Marketing LPI – Letterhead Press, Inc. 262 787-1717, 414 254-2739 [email_address] [email_address] 05/06/10
Editor's Notes
- Good afternoon. On behalf of FSEA I welcome you and it is a pleasure to be here this afternoon in New Orleans. Overview of what is a very large topic. Will be some crossover with Dave McIntosh’s presentation that follows + Q&A. I would be delighted to continue a conversation with you at the conference or after. Please see my contact information on the last slide.
- Frame my comments. Peter Drucker, known as the man who invented management. Part #1, embraced by many as a business mantra for success. Focus of a new business start-up. Part #2, the focus on customers first. Today’s market – Full of competition, excess capacity, commodity perspective and customer awareness. What a customer thinks he is buying, what he considers “value” is indeed decisive … Without question, moving forward the organizations that are stable and prosperous will be first and foremost customer centric . It will be the fabric of their operations.
- So, you have a good business, multiple capabilities, diverse customer base – You want to branch out/expand your reach. You want to reach out into new territory. Much of our industry is traditionally in their approach and narrow in scope and geographic/customer focus. - Local start-ups. - Servicing local printers and producers. - Fits a compact and traditional business model. - Incremental growth and success has, for the most part, been acceptable. However today keeping things “as is” or attempting to keep things as is not always an encouraging option. And frankly not necessarily a viable option in our changing world.
- Thanks Mike Pautz at EC Schultz, “Nulla Tenaci invia est Via”. This initiative is not about being me too. - Whether you are cultivating NBD 50 miles away or 1,000 miles away, you are the outsider. - Disadvantage of access, local presence, perceived time and cost issues and established loyalties. - Without a hybrid approach, sustainable success is doubtful. Business resource vs. just a supplier. - Not just a supplier of services, but a business resource that understands how a customer or prospect operates so we can partner with them to help them prosper and make money. - This ties in quite nicely with the true customer centric focus mentioned earlier. - If you want to catch fish, you need to think like a fish! - In today’s market the fish are thinking differently and responding differently. A process, not an event, that holds rich opportunities for continuous corporate refinement and growth. - What works, or has worked locally, most likely will produce mixed results outside of your area or region. - Sending a local sales rep on an isolated “field trip” to another region is probably not the most viable option. Embrace the ongoing nature, with its challenges and rewards, of a new mind set – Remember the power of attraction. - Companywide sales focused along with truly customer centric organization vs. production focused organization. - Shift in mindset needs to be cultivated throughout an organization. - Initiated and championed from top down. Not the flavor of the week! - Involvement of all departments and personnel. - Strengthened by inter-departmental committees. - Open communication and 360 degree feedback and management by walking around. - Continuous updates, encouragement and celebration of successes. - These on-going efforts as a foundation for success
- Process development, launching a plan, feedback, re-evaluation and back to process refinement. Several of these initiatives will be going on and intermingling at the same time. Critically define what differentiates your organization. - In the prospects view, what would make them want to do business with you???? - Services, products, capabilities, niche successes, facilities, location, unique expertise, talent pool, service, or response time. Remember true business resource. Distill this information down to focus on a value approach and potential offerings. - Start of development of an action plan. Target & research potential receptive geographic areas. - Proximity and accesability - Competition - Other customers or prospects - Referrals
- Research the competition. - Directories. - Suppliers. - Customer feedback. - Web searches. Identify new prospects. - Categorize by industry, products and size - Directories. - Suppliers. - Customer themselves. - Web searches. Formulate an action plan. - Perhaps start with one receptive target area. - Organize your sales & support team. - Remember that the more responsive, consistent and “world class” your approach is, the more successful you will be. - Develop data base tools for tracking of prospecting activities. ACT, Sales Force, etc. Identify who to contact and how. Warm referrals. - Sales Managers & their teams Presidents & VPs Not purchasing Develop your story lines for all situations. Tele-prospecting Face to face – 1 to 1 and in groups Follow-ups Inquiries - Tools. - Presentation materials/1 to 1 or groups – Samples, printed materials, video, web based - Leave behind materials - Local presence - 800 number - Follow-up initiatives - Testing
- On the road with focused persistence. After the due diligence and planning, let’s have fun. Out respond, out perform, out service to draw prospects into customer ranks. It is all about the quality of the prospect & customer experience. Prospects who aren’t the right fit but refer you to others & are now referral sources. Be patient and enjoy the ride!