CHANGING THE CONVERSATION

BUILDING RELATIONSHIPS AND INFLUENCING YOUR CLIENT

Having pitched against longstanding incumbents before, I've noticed that on the one hand the incumbent can usually demonstrate a strong track record and proven delivery which gives the client security, but on the other hand, clients often perceive the relationship as being tired with no real innovation – the provider is merely taking the money and providing the basic service, but little else.?

In these situations, other bidders can easily undermine the incumbent with promises of a new, more exciting future.?

The client may feel that current activities are not working and there is possibly a feeling that you are in the running because of your history and not because of what you can deliver in the future.?

Effectively your client may be asking themselves why they are staying in this marriage? Why not wake up to a new partner.?Your team needs to stay fresh, invigorated and free of the baggage of the past.?Shuffles (new faces) may be needed within your team.

This can provide an excellent springboard for some of the recommendations below as well as allow for new conversations to happen.

So how can you stand out?

How can you make your client's team feel special? How can you demonstrate that your solution is individually tailored to them, show you are listening and that you're still hungry for their business and not complacent.

People use the word innovation far too much. It means different things to different people. Some think of technology, process and people. You need to demonstrate that to you, innovation means smarter ways for you to help change your client's business for the better and help them realise their ambitions.

How can you really differentiate yourself? You need to demonstrate that your approach is not just another 'me too' initiative, but is something that they can only get from you.

Happy Hunting