Times are hard and competition is intense. This is no new news to anyone out there in the business world. The biggest question is how do you get from being one of the pack to being the leader of the pack? As anyone who has been in business development for a while can tell you, there are no silver bullets. There are literally thousands of pieces of advice that a business development professional can find on how win the prize. Here are four keys to setting yourself above the competition.
- Be relevant. The old saying “the squeaky wheel gets the grease” is something we have all heard over and over. Admittedly there is a fine line between being the squeaky wheel and being a pest. But if those with the work have not heard from you in a while, you can bet that the same can not be said about you competitors. If it is not you on their mind, who are they thinking of
- Be in the right race. We have all seen track and field competitions. During the Olympics we watch runners who excel at the short race, we see runners who are supreme in the marathon, and we see those who do things like the pole vault. Rarely do we see some one who can do it all. Your businesses are the same. Your have to know your markets and your skills. When you try to go beyond what you do better then all your competitors, you set yourselves up for defeat.
- Be prepared. I know this sounds so obvious. We all try to be prepared. The question is how do you prepare? When you go to meet a client, have you really done your best to know all you can? Much can be learned from sports. The night before the big game, what is Peyton Manning doing? I know, he is a little over the top, but there is much that can be learned from him and professional like him. Take time to know your clients business. Know their needs, how their business works, what makes them a success and most of all, how it is that you could possibly help them be more successful.
- Be valuable. How can you help your clients win? How can you help your client look good to his/her boss, be a hero, get their bonus, get their promotion or help them help their client in the same way? Forget value added lets just talk about value. Why would you want your client to think that just for them you have to add value? You want them to think and know that this is what you always bring to the table. They should know you always play your “A” game.
Many businesses are becoming way too commoditized. All of us lament the fact that it always comes down to price. Truthfully, price should be a factor, but it is rarely the deciding factor, unless the competitors have given no other criteria for the potential client to use. When those responsible for getting the work have maintained relevance, are in the right markets, are prepared and offer real value, price becomes a much smaller factor in the overall decision.
