Create New Business by Going A.P.E.

An Astute Observation

I got a haircut last week. Mike, my Barber, is certain that Michigan is in a recession. Mike is a pretty smart guy, so I always consider his opinion.

Regional manufacturers and suppliers, particularly those tied closely to the automotive industry, are struggling due to the slowdown in automotive sales and because of general economic conditions. In order to survive, many have downsized their operations leaving expensive machines and skilled workers idle. The trickle down effect on the community has been devastating

Most of these manufacturers acutely understand that they have to fight to secure new business in order to keep their doors open and to return to prosperity; and they must move quickly.

The obvious answer to the problem is to continue working with their remaining existing customer bases while searching for new customers in other industries where their products and services are needed. This is a tall order for any organization, regardless of industry sector.

For most, business has been secured over the years by referral, entertaining and through formal RFP processes. Often the business development for any manufacturing orders was often a long and time consuming process. The processes by which manufacturing services are sold and bought have changed; and they may never be quite the same again.

The business development challenge for most small to mid-sized manufacturers is crafting and implementing focused, hard hitting outreach programs and the time required to locate new markets and develop new customers. Most need to hire a professional talent to turn things around, while some are up to the challenge.

Proven Plans for Recovery

Sales recovery plans are based on the application of sound principles and the use of powerful sales and marketing tools that facilitate locating, approaching, engaging and closing new business from new customers.

Going “A.P.E.” and Getting Results

The “A.P.E.” process is a straightforward assault on what’s bothering Mike the Barber and everyone else in the region. The steps in the process are analysis, planning and execution.

1. Analysis

The process to develop new customers in new markets starts with analysis. The analysis includes an clear understanding of everything about a company’s history, their products and services, their customer base, their value proposition and any differential advantages. This information is fundamental to developing meaningful outreach programs and hard hitting messages for those programs.

2. Planning

After a clear understanding of the existing “environment” is established, specific business information can be used to identify new markets, potential customer profiles, compelling messages and a “connect the dots” plan to execute.

3. Execution

The final step to go “A.P.E.” is in the execution of the plan, including the acquisition of lists and tools, staff training and management of the staff and activities. This means sales calls, trade shows and other activities at the request of the manufacturer.

If you decide to go “A.P.E.”, focus on the process, work at breaking out of your current situation. You will see results and be on your way to turning things around permanently.