Development

Business development covers a multitude of sins and includes a variety of techniques, all focused on maximising sales to existing clients, attracting new customers, launching new products and buying target businesses.

Worcester Black can help by:

  • assessing business opportunities and identifying gaps in target market’s
  • helping to design, or re-design, business models
  • conducting detailed research. Gathering, and interpreting data and intelligence
  • generating sales leads
  • drafting and monitor sales policies and processes and following-up on
  • sales activity with sales management and team’s
  • advising on pitch preparation and presentation
  • performance monitoring and analysis
  • proposition and supporting campaign development
  • customer satisfaction reviews
  • demand chain analysis

We even know how to make the tea!

Sales Process & Methodology
Product Development
Competitor Benchmarking

Sales Process & Methodology

There are eternal questions to be answered in a sales campaign. Is there really an opportunity? Who will decide the favoured solution, and when? Do they have access to a budget? How close is the match between your offering and the requirement? Does the decision-maker understand this match? These questions never change regardless of the market.

The channel to market (direct, partner, website) makes no difference either. You need to answer these questions as soon as possible in the sales-cycle and to keep re-validating the answers as the prospect and competitive landscapes inevitably change. Using a proven approach helps you manage this process efficiently.

There are many different approaches to consider, depending on your offering. High-value project selling, involving professional services and many different product suppliers, demands a multi-level sales approach with many prospect touch-points. Selling fast moving consumer goods require a very different approach. Choosing the right approach is crucial to achieving the highest success rate at the lowest cost-of-sale.

At Worcester Black we have worked in most markets and most types of sales organisations, from telesales to capital projects. We can help you select and implement the most suitable approach.

Product Development

There are two general aspects to product development whether it’s a case of ‘existing product’ life cycle management, or of new product development.

The first aspect is idea generation, including product design and engineering, re-engineering; whilst the second involves market research and marketing analysis.

Among other things, Worcester Black can help with:

Idea Generation

Whilst most are familiar with a SWOT analysis (Strengths, Weaknesses, Opportunities & Threats), we tend to turn it around a little and go for TWOS analysis, that is we put market threats and opportunities first, before seeing how a particular firm measures up. A small thing but it places the focus squarely on the market, the customer, the consumer (actually it should be OTWS, but that’s difficult to say!). So, by reviewing a firm’s ‘product marketing matrix’, we help with:

Opportunity Analysis

  • Idea Generation or Brainstorming
  • Business Analysis – forecasting sales, pricing studies, margin and breakeven point analysis

Testing and Market Testing

  • Produce a physical prototype or mock-up
  • Test the product (and its packaging) in typical usage situations
  • Focus group customer testing

Introduction Planning New program initiation

  • Resource Analysis
  • Operations planning and scheduling
  • Supplier liaison
  • Logistics planning
  • Critical path Analysis
  • Contingencies planning

Product Launch

  • Events, advertising, public relations support, marketing collateral

Competitor Benchmarking

We mention benchmarking in Research, above, but make no apologies for bringing it up again.

Benchmarking is the process of comparing your business, its operating processes, image and performance to industry bests and/or best practices from other industries, and usually encompasses metrics such as quality, time, and cost.

It’s about learning, but also about understanding how improvements can come from that learning, and to be honest that doesn’t always mean doing things faster so that you can sell them cheaper, but rather it’s about knowing what customers really value, what they think about ‘the best’, and what you can take from that, and what you then do with it.

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