What do you see, What do you hear…
What are you doing about it!
Market intelligence in the form of press releases, web site research, local M&A activity and social media are great resources to see and hear about the changes to your clients, your prospects and your market. There’s certainly no magic to that statement! The magic lies in what you and your organization does with this information.
A week doesn’t go by without speaking to a sales rep, senior manager or owner about the business of a particular client or new business opportunity and the response is a deafening silence. The amount of information they have is often pretty weak and at best fragmented. Leaders today make sure that they know more about their customers business than their competition. What’s preventing you from doing better in obtaining that knowledge?
Your interest in a customer or prospects business should be twofold. First, the more that you know about them the more that you can speak their language and begin to better understand the issues they are confronted with. Secondly, the more awareness you have with their issues the better equipped you can be in crafting a graphic communications related solution that places the focus on their issues and not just on your price. While certainly not a foolproof solution, the alternative is to respond as fast as you can to the quote requests that come in over the transom and hope that you get the work. There’s a great book out there titled, “Hope is Not a Strategy” written by Rick Page, I suggest you take a look at it.