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Create Virtual Expansion To Win Business
Here's a quick look at an opportunity my firm is pitching.
It's big. It will involve a national product launch from an IT firm and a rollout that could go global. It will involve branding, PR, sales strategy and so much more. We'll have to have expertise in the telecom, customer management and technology fields, as well as great creative and senior-level strategic thinking.
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DYNAMIC SOLUTIONS
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TOP SHELF TIP NO. 39
"If you do not seek out allies and helpers, then you will be isolated and weak."
Sun Tzu, the author of "The Art of War," the ancient Chinese book on military strategy, 544 BC - 496 BC | |
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Truth be told, my firm's existing employee-based team will need help accommodating the full scope of this integrated marketing project. I'll need more customer contact experience and PR contacts in major technology publications. And, I'll need more hands-on thinking to handle the quantity of work.
Yet I'm pursing the pitch because the opportunity is great; and because I use the power of virtual expansion to add to my talent pool as necessary to win business.
A Simple Strategy
Virtual expansion is simple: develop strategic relationships with talented professionals who share your approach and with whom you can align your services.
The result is a team that offers more resources to clients than you can offer individually. Will I win this pitch? We'll know in a few weeks. But I do know I wouldn't be in the mix if I went in with capabilities that were less than comprehensive for the opportunity.
I use this strategy often. It lets me present a greater depth of resources. Sometimes I align myself with people who may seem to be direct competitors. But rather than compete for work, we strategically approach business neither of us could win independently. Sometimes I align myself with vendors. Sometimes, too, I work with complementary service providers who can get me in the door.
Here's an example. My firm has no direct employees with Web site development expertise. But, I have a great strategic relationship with another firm that has this kind of experience. Together, we often pitch business -- and win it -- based on our combined strengths.
Shining Example
Using this strategy you can offer your clients expanded resources. You can gain introductions to clients you might not meet. And, you can demonstrate your commitment to partnering with a client even when your firm may not make the lion's share of the revenue.
Every sales person can follow this strategy; and in the next few days we'll look at ways to do so effectively. For now, however, think about people you can partner with, such as a freelance writer, a marketing communications firm, a college professor or someone who has access to people you both need to meet.
For example, imagine a situation where you're working with an HR director who needs to distribute a revised employee manual on a flash drive. You can source out the flash drive, get it through customs, imprint a logo, etc. But when you have an alliance with a writer, you can offer your customer something more. You can offer editorial services.
Even if the HR director purchases those editorial services directly from your aligned partner, you win. You win because you've helped your customer find the resources he needs. That makes you shine. That makes you a more trusted resource in the buyer's mind.
When you partner with a customer, regardless of what you earn on a given sale, you build a better customer relationship for future sales.
Source: Roger A. Shapiro is president/creative director at Mitchell Rose, LLC, A Communications Consultancy. He is the author of Write Right, 26 Tips to Improve Your Writing. Dramatically.
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