The need to expand your business is a huge priority for all business owners and the sales staff. There are many opportunities to take advantage of the economic uptick as well as execute on the business planning and restructuring that you performed over the last two years. Prospecting for new business opportunities though remains harder than ever. It seems as no one returns your countless voicemail messages or email attempts. Showing up at the door is met with endless gatekeepers or worse yet, no receptionist. If you could only speak to the “buyer” they no doubt would determine the value that your product could bring to their business.
Most likely your company needs new business to fill underutilized capacity and the sales reps have been instructed to bring in new opportunities that will fill that idle time. The buyers on the other hand have no interest in filling that press time. They have their own issues trying to reach out and communicate a message to their targeted audience that will drive their business, fill seats or sell a product.
No doubt you need and want to grow your business, which at its core means more offset, digital and perhaps ancillary services such as design, mailing, fulfillment and database management. To get them to say yes, you’ll need to transition your approach, your message and how you execute to place a focus on how your services can help them reach their goals instead of how great your product is. This not so subtle shift in strategy takes you from being product and service centric to client centric. It changes your language, the questions that you ask and ultimately how you are perceived as someone who can help and add value as opposed to someone looking to bring back a quote.
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