Let’s imagine…you are a business leader who has worked hard to empower your team to fly your company’s flag with confidence and complete clarity on your brand and what you represent.
This means you have successfully created a culture where your vision, mission and core values are deeply embedded and understood, applying to every decision made and action taken. Employees know the long-term business goals and feel knowledgeable about the type of clients and projects you are trying to attract.
As a result, your team anchors this business development space and helps position your company to better understand the work you want to win. Real opportunities come your way…
Now what?
How do you give yourself the best shot at turning that opportunity live, whether it’s a face-to-face introductory meeting with a new client, or an opportunity to pitch a proposal or pitch your business with a dream project?
Let’s consider the steps you can take today to help fill that 2025 job pipeline.
The devil is in the details
First things first, is the brief clear? Did you really understand what the client was asking for? If there are any gray areas make sure you get clarity now and remove any ambiguity before the meeting or deadline. It is also a good opportunity to show early that you are serious, knowledgeable and reliable.
If, for example, a client tells you that they are interested in a certain part of your organization, make sure you lead on that. If you’re submitting a proposal or preparing a pitch and the client has set some conditions, respond accordingly. Don’t assume you know what the client might need better than they do at this stage. You may wish to include other ideas but focus on the main principle first. Non-compliance will do you no good if your responses are evaluated in a competitive bidding process!
Do your homework!
You need to understand who the client is, the work they do, their values, their culture and what makes them tick…or the issues that keep them up at night. Ultimately, what do they care about the most and how can you show that you are aligned with them and can add real value to their business or project.
If it’s a face-to-face meeting or conversation opportunity, find out who will be in the room so you can tailor your messages to those making or influencing the decision. If, for example, the CFO is in place, you should make sure to show the amount of money, and so on.
Consider the following:
- What are the main challenges and what solutions would you recommend?
- Can you prove that you are in the best position to provide those solutions? (the proof is in the pudding – case studies, testimonials, quantifiable facts and figures)
- Who are the right people to take/involve in the opportunity on your side and why?
- Do you have the right resources?
- How to look for a job and where to start?
- Do as much background reading/internet research/fact finding/site visits as you can to show you know what you are talking about and take the time to understand the situation.
- Look at industry and market competitors, physical locations if applicable and any existing/historical issues that may have an impact
- Bonus marks if you can identify a problem the client hasn’t mentioned AND provide a logical way to fix it!
Less is more…
We’ve all seen the great suggestions and we’ve all sat down with presentations that put you into snooze mode faster than warm milk at bedtime. As Mark Twain said (or said by a few others), “If I had more time, I would write a short book”. In fact, it may take a long time to make your pitch short, but getting to the point succinctly is the key to not losing your audience.
Create an aspirational, value-led narrative that tells a demonstrable story of how you will meet and exceed all client needs. Focus on key points and express them well:
- Grab attention with engaging, relevant and clear images. No mysterious unreadable tables allowed!
- Read the novel – only important points
- Evidence points, where have you done it before – and what were the results?
- If it is a written proposal – avoid technical jargon
- If it’s for you – practice, make eye contact, engage with your audience and, of course, aim to impress them with your amazing energy and expertise!
Practice, but be authentic
When approaching a new business opportunity – whether it’s a meeting, pitch, or similar – it’s important that your team fully understands the opportunity, the company’s strategy for turning it around, and their specific roles in the process.
Many teams stumble, even with their best members, because they fail to properly inform everyone. This often results in the senior leader doing all the talking or team members saying inappropriate things due to lack of preparation.
Anticipating potentially tricky questions during meetings or presentations is important. Being prepared with well-thought-out answers helps you avoid stumbling in front of decision makers and eliminates any doubts about your abilities.
When giving a presentation, be sure to allow time for questions at the end, and invite your audience to share any other questions they may have.
After the meeting, follow up with a thank-you note, send a digital copy of the presentation, and reiterate your enthusiasm and availability for the project or collaboration.
Final thoughts
Successfully identifying and transforming work begins with ensuring that your business development efforts lead to tangible results, and ultimately, to profitable work.
Building relationships takes time, and it’s natural that you won’t get perfect results right away. Remember, every experience has important lessons. Accept feedback, learn from it, and improve your process, content, or delivery next time.
In the words of Winston Churchill: “Success is not final, failure is not fatal: It is the courage to continue that counts.”
