ten slides in ten minutes - some thoughts on business development
DESCRIPTION
Some swift thoughts on what Business Development is and where it fit inyo a sales organisation.TRANSCRIPT
S S Ten Slides in Ten Minutes: Some Thoughts on Business Development [Capturing the Hearts and Minds of Prospects & Customers]
Presented by:
Bill Graham CP.APMP
July, 2014
Markets
Customers
Relationships
What is Business Development?
2
“Business development is the creation of long-term value for an organisation - from customers, markets and relationships. It’s all about figuring out how the interactions of those forces combine together to create opportunities for growth.”
- Scott Pollack
Mutual Sustainable Value resulting in
Strategically Planned Growth
Markets
Customers
Relationships
Business Development cannot function successfully in isolation
Business Development is Not
Sales or Marketing
Dominant Exclusive Emerging Pervasive Absent
Making the competitors irrelevant
The Sustainable Business Imperative
Source: www.sales-synthesis.co.za
Focus on Market Trends & Challenges
3
Mutual Sustainable Value resulting in
Strategically Planned Growth
Markets
Customers
Relationships
Building mutually beneficial and sustainable long-term ‘relevant’ relationships
4
When developing strategies, analysis of the organisation and its environment - as it is at
the moment and how it may develop in the future - is an imperative.
The analysis has to be executed at an internal level as well as an external level, to
identify all possible opportunities and threats posed by the strategy.
There are several factors to assess in the external situation analysis:
• Industries & Trends
• Markets (customers) & their business imperatives
• Competition & their value chain
• Technologies & their pedigree
• Solutions portfolio
• Supplier markets
• Labour markets
• The economy
• The regulatory environment.
Undertake Rigorous Situational Analysis
Store the munitions for your journey and craft a robust Business
Development plan
Required knowledge & expertise to have robust
discourse with the customer
The Customer: Focus on their Real Requirements [Needs]
Market
Management Relationship
Building Opportunity
Scouting
Industry
Knowledge
Trend
Challenges
Response
Impact Players
Personal
Challenges
Upliftment
Business
Solution/s
Benefits
Derived value
Source: www.sales-synthesis.co.za
Building mutually beneficial and sustainable long-term client relationships
5
Customer Impacts
6
Source: www.melroseatteridge.com & www.sales-synthesis.co.za
Time
Revenue
Trajectory
with no
intervention
Turnaround
Consumer pressure
New competitors
New technologies
Competing products
Dropping unit prices
Reduce cost
Product innovation
Integrated company
Capable leadership
Awareness &
Intent
The Market: Focus on the Relevant Aspects affecting your Organisation
Strategic Decisions
Influence the Journey
Building mutually beneficial and sustainable long-term marketplace relationships
Map Across
Multiple Territories
7
The Relationships: Maintain a ‘First Choice’ & ‘Top of Mind’ Position
• Robust routes to market will determine your success/win rate
• Communication: Keep in the hearts & minds of your partners and customers
• Exceed all of the expectations of your partners and customers
• Build your ‘Routes to Market’ as part of your Business Acquisition Ecosystem
• A Positive, Upbeat Attitude is an Imperative for Business Success
• Without Teamwork, success will be merely a ‘Pipe Dream’
• Without respected Leadership, success will be merely a ‘Pipe Dream’.
• Without the correct structures, success will be merely a ‘Pipe Dream’.
Building mutually beneficial and sustainable long-term ‘routes to market’ relationships
The Customer: Potential Inhibitors
Industry
Knowledge
Trend
Challenges
Response
Impact Players
Personal
Challenges
Upliftment
Business
Solution/s
Benefits
Derived value
Source: www.sales-synthesis.co.za
Imperative is an interlock with Account Management, Product Management & Opportunity Management
Kept to self
Internal focus
Non-innovative
Acquiesce
Insular
Self-preservation
Groupthink
Shallow
Acceptance
Fragility-based
8
Lack of
knowledge &
expertise
causes
disconnection
with the
Customer
Market
Management Relationship
Building Opportunity
Scouting
9
Map Across
Multiple Territories
Source: www.melroseatteridge.com & www.sales-synthesis.co.za
Time
Revenue
Trajectory
with no
intervention
Turnaround
Consumer pressure
New competitors
New technologies
Competing products
Dropping unit prices
Reduce cost
Product innovation
Integrated company
Capable leadership
Awareness &
Intent
The Market: Potential Inhibitors
No Strategic
Plan
Lack of
Marketplace
Intelligence No Bias for
Action
Irrelevant
Offerings
Inability to
Identify
Intervention
Lack of Relevant
Business Metrics
Imperative is an interlock with Account Management, Product Management & Opportunity Management
Disconnected Vision
will Impact Relationship
A Common Strategic
Vision with Clients
Basic Products
Basic Solutions
Value-Added Services
When Relationships fail, any differentiated
offerings become irrelevant
Integrated Solutions
Moment of Truth
Robust
Foundation Quicksand
A developing relationship
The Relationships: Potential Inhibitors
Source: www.sales-synthesis.co.za
Positive
Positioning
Negative
Positioning
A degenerating relationship
10
Weak product
development resulting
in marketplace
irrelevance
Negative personalities in
incorrect structures
produce negative effects
Imperative is an interlock with Account Management, Product Management & Opportunity Management