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Let’s assume… you’re a business leader who has worked hard to empower your team to fly your company flag with confidence and absolute clarity about your brand and what you represent.
This means you have successfully created a culture where your vision, purpose and core values are deeply embedded and understood, running through every decision and action. Employees are aware of long-term business goals and feel knowledgeable about the types of clients and projects you are trying to attract.
As a result, your team will get this business development trick right and help your company better focus on the work you want to win. Real opportunities are coming your way…
What now?
How do you give yourself the best possible chance to take advantage of that live opportunity, whether it’s a face-to-face introductory meeting with a new client, or the chance to submit a proposal or actively pitch your business to a dream project?
Let’s look at steps you can take today to help fill the 2025 work pipeline.
The devil is in the details
First of all: is the assignment clear? Have you really understood what the customer is asking for? If there are any gray areas, make sure you get clarification now and clear up any ambiguities before the meeting or deadline. It is also the perfect opportunity to show early on that you are enthusiastic, knowledgeable and reliable.
For example, if a customer expresses interest in a certain aspect of your organization, make sure you lead on that. If you’re submitting a proposal or preparing for a pitch and the client has set specific criteria, respond accordingly. Don’t assume you know what a potential customer needs better than they do at this stage. You may want to add other ideas, but focus on the primary requirement first. Non-compliance will not give you any advantage if your answers are considered in a competitive bidding process!
Do your homework!
You need to understand who the customer is, the work they do, their values, their culture and what drives them… or the issues that give them sleepless nights. What do they ultimately find most important and how can you demonstrate that you align with them and can add real value to their company or project.
If it’s a face-to-face meeting or a pitch opportunity, find out who will be in the room so you can tailor your message to those making or influencing the decision. For example, if the CFO is in the pitch, you need to make sure you get value for money, and so on.
Consider the following:
- What are the main challenges and what solutions would you recommend?
- Can you prove that you are best placed to provide these solutions? (the proof is in the pudding – case studies, testimonials, quantifiable facts and figures)
- From your side, who are the right people to seize/involve the opportunity and why?
- Do you have the right resources?
- How would you approach the job and where would you start?
- Do as much background/online research/fact-finding/site visit as possible to show that you know what you are talking about and that you have taken the time to understand the scenario
- Look at industry and market competitors, physical locations if relevant, and any existing/historical issues that may have an impact
- Bonus points if you can identify an issue the customer hasn’t mentioned AND provide a logical way to resolve it!
Less is more…
We’ve all seen huge proposals and we’ve all been through presentations that put you in sleep mode faster than warm milk before bed. As Mark Twain said (or several others reportedly said), “If I had had more time, I would have written a shorter letter.” Honestly, it may take longer to make your collateral shorter, but it’s important to get to the point succinctly so you don’t lose your audience.
Create a narrative that is aspirational, values-based, and tells a demonstrable story of how to meet and exceed all customer needs. Focus on the most important points and present them clearly:
- Grab attention with captivating, relevant and clear images. No vague, unreadable tables allowed!
- Lose the novel – just the main points
- Test points, where have you done this before – and what were the results?
- If it is a written proposal, avoid the technical jargon
- If it’s personal: practice, make eye contact, engage with your audience and of course try to amaze them with your amazing energy and expertise!
Practice, but be authentic
When approaching a new business opportunity – whether it’s a meeting, pitch, or the like – it’s critical that your team understands the opportunity, the company’s strategy for converting it, and their specific role in the process fully understands.
Many teams stumble across the finish line, even with their best members present, because they fail to keep everyone properly informed. This often results in a senior leader doing all the talking or team members saying the wrong things due to a lack of preparation.
Anticipating possible difficult questions during meetings or presentations is essential. Being ready with well-thought-out answers will prevent you from stumbling in front of decision makers and remove any doubts about your abilities.
If you’re giving a presentation, make sure you leave time for questions at the end and invite your audience to share any further questions.
Follow up with a thank you note after the meeting, send a digital copy of the presentation and reiterate your enthusiasm and availability for the project or collaboration.
Final thoughts
Successfully identifying and converting work starts with ensuring that your business development interactions lead to tangible results and ultimately paid work.
Building relationships takes time and it’s normal not to get perfect results right away. Remember that every experience contains valuable lessons. Embrace feedback, learn from it and refine your process, content or delivery for the future.
In the words of Winston Churchill: “Success is not final, failure is not fatal: it is the courage to continue that counts.”