**Far too many companies struggle to attract sufficient new business, and are daunted by the prospect of recruiting new customers. This need not be the case if you make winning new business become a daily routine or habit.**
The key to winning a steady stream of new business opportunities is to have a great brand, a clearly articulated brand proposition, and to establish and maintain a quality, ongoing dialogue with your prospects. You then need to shine during the sales process.
A great brand is crucial to get remembered. Be bold, distinctive and consistent in all of your brand communications. A potential client needs to see your brand up to 8 times before you will be recognised and remembered.
Think carefully about your business; your goals, strategy and vision for the future, and make sure that your brand looks like that business today. Study your competitors and ensure your brand is more professional and memorable than theirs. Every year we help businesses to enhance their brand presentation and when done correctly, the results can be staggering.
Your business proposition comes next: Great businesses are able to clearly articulate their brand story demonstrating their abilities, and the real benefits and differences they can make to your business
Powerful business propositions help your prospective clients to truly understand what you could do for them, and to gain a sense of your expertise and specialism. Don’t underestimate the power of your brand story – work on perfecting it. Once you have it absolutely right share it with every team member to ensure every client meeting and contact is 100% on brand.
With a powerful brand and proposition in place, it’s time to establish a dialogue with your clients. Get your brand and message in front of your customers often and in different forms. Develop a calendar of events and activities, from advertising to e-shots, trade shows and PR. Don’t be tempted to bombard your client with sales messages but work on developing a positive brand association that your client will recall, and will help make the sales process far easier to achieve. Be seen as an authority in your field and look to educate and inform your customers in ways that genuinely add value to them.
With a powerful brand, proposition and communications plan you will inevitably begin to get noticed and recognised as a leader in your field. This will generate sales enquiries and help you to far more efficiently compete for, and win more than your fair share of the available market opportunity.