It is so important to be strategic in choosing which corporate clients to target. After all, you do not want to waste your time and you definitely do not want to waste theirs. There is only one place to start your strategic marketing plan to be sure you are targeting the right corporate clients and that is market research.
You must learn as much as you can about the companies on your target list (hopefully you have one!). I see too many business owners make the mistake of targeting their marketing efforts to corporations that do not even purchase what they produce or the service they provide. Not only is this a waste of your time, but it makes you look foolish and unprepared to the corporate client. Remember, if you have your ducks in a row and wow the corporate decision maker they may be willing to make an introduction to other companies that DO need what you offer.
I discussed in length in the previous issue how to align what you offer to to what your corporate clients need. If you missed it, you can check it out here.
The cardinal rule of marketing to corporate clients is to know them inside and out. There is simply no excuse for lack of knowledge about a company. Here are some things you should consider to get out of the gate successfully:
1. Do your research. Check out the company’s website, annual reports and any other publication to get an insider’s view of what’s going on-good and bad.
2. Contact the director of Supplier Diversity. They can provide additional insight and help to target your approach within their company and inform you of upcoming opportunities.
3. Find out what they purchase, when they purchase it, how they like to be contacted, and who the key players are.
If done correctly your potential corporate clients will be able to tell you have done your homework and it signals you are serious about winning their business. It also indicates that you are likely to be a top-performing company in your industry.
I get a ton of questions about this topic so I want to go deeper with you than I am willing to do in a blog post. Next Wednesday, September 25, 2013 I will be doing a live call where I will take a deep dive into exactly what you need to know about every corporate customer you plan to target with your marketing efforts. This will be a content-only call; no selling! I will cover the top 6 things you must know about every customer on your target list to increase your chances of landing the right contract for you. I will also take your questions on this subject.
This is so important because the more you know about your potential customers, the more you will be able to craft your marketing messages to address their desires and concerns–and the better you can avoid companies that are unlikely to work with you.
Can’t make the call live? No worries; I will send out a recording of the call to everyone registered. You can grab your seat here.