Last week, I emailed the BBC…

…to ask if they wanted a new website.They said no. But that’s to be expected, right?

All too often, companies waste time, effort and money pitching products and services because they don’t understand who their target clients should be.

Are you getting it right? Here are a few things to consider:

Take a good look at yourself

Know your limitations as well as your unique selling points. Ask yourself what you could comfortably offer a client and what you would struggle to deliver. Think cash flow, think people-hours, think resources and logistics.

If you couldn’t fulfill a large-scale multinational order, should you be pitching to multinational companies? If you only have three members of staff, should you really be pitching for a job that will require 200 person-hours each day?

Be realistic and don’t push yourself or your business to the point of collapse; if it seems impossible, it probably is.

Choose your targets wisely

Make a wish list of potential clients and whittle them down by asking yourself important questions, such as:

  • How much do they need the product or service you’re offering?
  • What kind of budget are they likely to have available?
  • What relevant experience do you have in their sector or industry?
  • Is a contract with this company logistically viable; where are they based?
  • Do you have enough cashflow and resources to fulfill their potential demands?
  • Do you have any existing contacts that could help to facilitate a meeting/pitch?

Research, research, research

Before spending any time planning a pitch, find out as much information as possible about your prospective client. One simple phone call could save you from planning a pitch to a company that is already in contract with one of your competitors.

This is where your networking skills are invaluable. Talk to your contacts and find out everything they know about potential leads. The more information you have about your target client, the better your pitch will be.

Better use of time

Once you have an accurate picture of your business’ strengths and weaknesses and you know exactly who your target clients should (and shouldn’t) be, you’ll find that your attempts to drum up business are much more efficient.

If you would like some help developing your online offering, get in touch with us at Group Dane. We’re offering free digital consultancy to UK SMEs.

Oh, and of course I didn’t really email the BBC. That would be silly – my research revealed they have a wonderful website already!


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