Prospecting Hat
Occasionally building a business can seem a bit like a schizophrenic activity. Perhaps it is because unlike traditional “9-5″ gigs, there really isn’t such a thing as a weekend or a day off. There is a kind of blend of personal life and work life. And the work life is split between the role of accountant, janitor, mechanic, new business development lead…oh and then sometimes there’s some actual marketing and communications activity going on.
Today I’m focused on the New Biz area so I’m wearing my prospecting hat. And in particular I’m focused on a dilemma that comes into play for a lot of folks who are looking for ways to grow their client roster. Specifically…where do you draw the line between “giving it away” in order to get in front of coveted audiences (ie. potential clients) and “giving it away” to the detriment of your value proposition?
For example, this week I’m working with a couple different trade organizations in two different industries. For both, I’m providing “free advice” in exchange for exposure to their members. I’m doing it because I’m well versed in both of the industries these trade groups represent. And because according to the leaders in both organizations, no other MarCom pro is doing it.
This is what is called “long-play” new business development. The idea being that I attain the trust of leadership within an industry, prove that I know my stuff, and by de facto enjoy a kind of recommendation for the members who are truly a field of prospects to cultivate into new clients.
It’s a lot of work. And it doesn’t pay anything. So it can sometimes take a back seat to actual ‘client’ work. But I believe it has value. At least it has potential. But here’s the question I am facing….if I give away too much to the trade organizations, will the potential clients (the members) devalue my service when they see how much I actually cost?
I suppose only time will tell. In the meanwhile, my office needs its 4×4 serviced and my laptop is in desperate need of a cleaning.
[...] back to that “long-play” new business development I’ve commented on before on these pages. In this instance, we were given the opportunity to put together their pre-show and awards-show [...]