 |
|
They provide their clients with expertise in analyzing customer data and devising marketing programs and strategies that leverage this information. It’s a very high-end, abstract form of consulting, and can be extremely technical and complex. My challenge with Firewhite was to create a process that effectively brought in clients, while walking a fine line between trying to deliver an overly complex message versus simplifying it to the point that it lost its credibility.
This was further complicated by the need to minimize the involvement of senior management in much of the process. For consultants, time is money, and unnecessary involvement in business development was an unaffordable luxury.
Working with Firewhite’s senior management, I created and implemented a process for identifying, contacting, presenting to and submitting proposals to new clients. Within six months, we created a good, strong pipeline of prospective clients, all of which were Fortune 500 companies.
Among other things, this involved:
- Developing the definition of an appropriate new client – location, type of business, revenues, level of technical sophistication, and so on.
- Creating a contact, followup and retention process for potential new clients
- Creating a process for the creation and distribution of a monthly email newsletter, including selection of email software, creation of a recipient list, design of the newsletter template, selection of content categories, and the research, writing and editing of the newsletter itself.
- Design of a research process for potential new clients, including identifying information sources, creating several formats of briefing documents, from brief overviews to complete briefing books
- Development of a number of internal information tools, including contact reports, call scripts, strategic maps and process maps.
- Preparation of template presentations, proposals and other communications tools.
To date, Firewhtie is on track to double last year’s revenues and bring in 3-5 major new clients in 2004.
|
|
|
