How to identify who your prospective clients are

It almost goes without saying that we all need to know what business we are in, where we are in the pecking order and how to effectively engage with our various markets.

I have found that a lot of businesses lose sight of this, they tend to take their clients and key contacts for granted as well as the sources of work they provide, ignore what their competition is up to and have no idea how their markets are changing.

So remind yourself what markets you are in, consider what is likely to happen to them given all the challenges i.e. political, environmental, economic, technology and globalisation etc. Do you want to stay in those markets or are their better prospects elsewhere? Would a more balanced approach be more appropriate going forward?

When you have worked out your ideal place in the scheme of things you will be able to establish how to fill your pipeline with relevant enquiries. Obviously this will be different for every firm depending on what their specialism is, where they sit within the supply chain and what their aspirations are for their business.

What is most important is that you clearly establish who your prospective clients are how best you should address them. Or in other words you need determine:

·         MARKET       Which markets are you targeting and who are the key players?

·         MESSAGE    What is your core offer or service and why is it better than your competitors?

·        MEDIUM       How do you get our message to your prospects cost effectively and consistently?

•  MOMENT      When should you take action?

If you have any problems with these issues, you know a man who can help you