New Business Primer – Part 1 – Introduction to the new business primer.
New Business Primer – Part 2 – An organization’s brand identity must be a reflection of three things: market perceptions, the organization’s acumen, as well as its aspirations. Positioning is where these three elements overlap.
New Business Primer – Part 3 – My marketing mentor, Bill Loeffler, once said the the best new business program is doing great work for current clients. He was right.
New Business Primer – Part 4 – Let’s get past this strategic stuff and to the tactics that got you in front of prospects. First on my list of ways to get in front of prospects was referrals.
New Business Primer – Part 5 – Here is the best piece of advice I’ll ever give you, although at first blush it may not seem that astounding: focus. Did Harry say “focus”? Yes, he did. Wow, that’s deep!
New Business Primer – Part 6 – Let’s talk about social networks. In order to be most effective, you must select three to four networks and focus your efforts there.
New Business Primer – Part 7 – Cold calling is a waste of time and there are better ways to spend your time.
New Business Primer – Part 8 – Network It. Now that you have your client defined and you have looked at your list to identify those folks who can help you, you need to contact them.
New Business Primer – Part 9 – PR professionals know about reputation. But so often they don’t spend any time building their own reputation and brand. Step back and take a look at yourself as if you were a client.