This week, I’ve been working with clients on new business acquisition strategies. We are focusing on tactical strategies, like voicemails, emails, networking and social selling.
Every customer touchpoint is an opportunity for your business to make that first impression with a potential customer.
Every customer touchpoint impacts brand and image perception for your business.
What does your new business acquisition strategy look and sound like?
My client team worked through value propositions. We defined core competitive competencies. Now it was time to start walking their talk.
Articulating what is inside your head and getting it out into the marketplace isn’t easy. How you “see” yourself from your own perspective – on the inside looking outward – isn’t the way your customers or prospects “see” you.
Successful new business acquisition strategies align your own perspective with your customers’ perspectives.
That’s why it’s important for you to develop an editorial filter: for voicemails, emails, networking, and meetings. Think before you speak or write.
- Is your opening statement all about you? Consider your statement from your customers’ perspective: You won’t ever be interested in them.
- Is your account entry strategy an email accompanied by an attachment about your scope of services? That’s like giving prospective customers a menu to a sushi restaurant they’ve never gone to before and asking them to figure out what they want to order. They may not even like sushi.
Prospective customers have their own editorial filters. They hit “delete” for voicemail and email that is generic and self-serving. To them, your approach smacks of status quo cold-calling.
- Prospective customers are extremely busy. They don’t have the time to figure out how your services fit into their company’s strategic plan.
- Prospective customers won’t invest in your services until you demonstrate that you understand their competitive marketplace. If you haven’t figured them out, don’t expect them to figure you out.
Considering that it takes as many as 10 customer touchpoints to get through to a decision maker, you have 10 opportunities to create an impression with that customer. If each of your new business acquisition touchpoints is all about you, what type of brand and image association are you creating for your company? Ouch!
You know what your assignment is. Review your new business acquisition communications. Use your new editorial filters. “See” and read from your customers’ perspectives. Rethink, revise and rewrite. It’s an initial yet major step in determining how you create value for your customers.
Babette N. Ten Haken, Founder & President of Sales Aerobics for Engineers, LLC, catalyzes revenue-producing business transition, startup growth and professional development. She works with traditional and non-traditional sellers and owners in the manufacturing and engineering space as well as in the B2C space. Download her newest White Paper at her Free Resources Page.