What is the real key to a succesful business? A full and profitable order book with the resources and know-how to deliver to spec. Taking the first aspect (full and profitable order book) how do we i) Create it, ii) keep it full?

For this example, I will assume your business is established, has a product that the Market wants and you have the ability to deliver more than you currently do. Still with me, good.

Subject breaks down into 3 core areas

1. Leads
2. Opportunities
3. Leverage

1. Leads

It is essential that you capture and qualify leads at the ealiest stage.  Capture the basics (project, potential, key contacts, timelines), in short sufficient information to be able to take the lead to the next level.

Once captured, qualify the lead against your core offering, other projects in similar markets, geographic coverage and all other factors that you feel necessary (note: at this stage I have not done a full financial profile on the customer, this can be done at a much later stage).

It is essential that you have a system that can capture leads and that this is reviewed on a frequent basis.  Leads will have a shelf life (again dependant on the nature of your market) but it can be interesting to see what customers are asking for and what you don’t currently offer but there appears to be a demand for.

2.  Opportunities

Definition of an opportunity, in my opinion, is a direct conversation with the potential customer (new or returning) where a specific project is under consideration.  Opportunities differ from leads in two specific ways:  Spec and Timeline.

Ensure that the opportunity (client application) is well understood.  Where it is going, what it is going to do and what the client expects your product to do may sound basic, but there is often a significant gap between what the client wants and what you think the client wants.

Ensure the contact is maintained and that all possible barriers to the sale are identified, discussed and removed.  It is essential that you understand the layers in the potential sale (user, technical specifier, commercial, etc) and that the concerns and key issues are addressed or mitigated on all.

Response time and accuracy is where you can shine ahead of your competition.  Make sure that the quotations, documents, conversations are accurate and response times are what the client expects.  If you can’t make a deadline date, tell the client early.  Most will accomodate an extention.  However, a request for an extention on the day before the due date does not bode well for the relationship or your ability to deliver on time and to spec.

3.  Leverage

Do not underestimate the power of a previous sale.  Nobody wants to buy untested/unproven technologies.  Using past examples, customer recommendations supports your case and shows understanding of the core client issues in their specified marketplace.  In short, do it well and ask that your satisfied client provides a reference for the quality work that you have delivered.

Your comments welcomed…