Best business development strategy

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Company Coaches: Market By Theme Not Business

Many years back I met a man who'd been a well-known consultant in the automotive sector. Auto manufacturers in Detroit understood him well. While this was long before now's high security in every workplace you couldn't simply walk in off the road into the Ford research lab. Yet there and in the Chevrolet plant he could sail right in, without even demonstrating his drivers license to the security guard. He was well known to everyone from the reception desk to the Board room.

Afterward, Honda and Toyota and all the remainder started to take the glow off the Fords and Chevys. His services were less and less in demand and he wasn't probable to be welcomed in either the German or Japanese automobile plants. Chevys found no end in sight to the decrease in his earnings and his stature. What was he going to do?

Was there a business development strategy Chevys could utilize that would be more efficient, more successful? It happened to him that the services he was supplying to the automotive manufacturing companies were additionally used by every other manufacturing company - no matter what they were making, in every sector.

Would not it be clever of him if he could promote himself to the broadest possible audience of individuals understood to want the service he was supplying? Rather than just be known as the most effective procedure engineering adviser in the auto industry he'd become known as the most effective procedure engineering advisor in the whole production sector.

Regardless of what occurred within one business he was safe. He'd be in demand as long as anything was being made in the U.S. So that is what he did.

How about you? You are a consultant, teacher, or alternative counselor who would like to grow your company. Would it be more efficient to market yourself vertically within one business? Or horizontally offering your brand of service to companies across every sector?