The goal of new market development is to engage key accounts that contribute significant revenue. Small projects divert time away from focusing on meaningful business.
My approach is to offer the prospect a more valuable and profitable strategic opportunity, based on the success of a smaller test project that meets an immediate need. When the prospect will not discuss this it is a sign not to waste too much time with them.
It is possible to propose, based on the success of a small project, a contract that allows the prospect to take full advantage of your services. Unless the potential scope does not align with management's idea of a key account the prospect is not important. It does not matter how important or large the company. Have this discussion before scoping the first project.
It takes discipline but do not waste a lot of time or scarce resources. When the prospect tells you that once the work is completed a huge opportunity awaits, know that unless they are willing to spend time talking in detail nothing will ever happen.
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