Recently I was brought on board to help a new client with entering a new market. I thought their experience might be useful to you. interviewed a while back about my approach to building a strategy in a changing market. Here’s my recipe: 1) Avoid chaos 2) Identify your barriers and hurdles 3) Plan your approach 4) Build your strategy 5) Win the moment.
Chaos is a killer. If you’re introducing your product to the market and you’re not prepared for launch, you are going to fail. You better have a liaison with a reach into the market segment that can get you in front of the right people, and don’t be afraid to listen to feedback and adjust as needed.
There are always going to be hurdles and barriers, but how you get over or around them could mean the difference between success and failure. Some barriers could be internal, like silo building or a resistance to change. Some barriers could be external, like community opposition or governmental (the proverbial bureaucratic red tape).
In my opinion, the most important piece of the puzzle is building your approach and strategy. I spend a lot of time with my clients on developing an approach and strategy, and I meet often to ensure we are still on the same page and going in the right direction. The question I ask a lot is, what is your competition doing? If the client knows that, then we can start building priorities and organize based on the clients corporate goals. It’s important to follow the company’s stated goals or you risk the market seeing your company operating with conflicting priorities. The message and direction has to be clear, concise, and on point. It’s imperative that your consultant has relationships, or knows regional organizations that can help carry your message.
I believe that these four areas, though sometimes time consuming and difficult, are what separates a really good consultant from those that are mediocre at best. If you are looking for someone that will help you navigate the chaos, Broadmore is ready to help. We’re here to help you avoid chaos, identify barriers, build a winning strategy, and and win the moment and get you in front of the right people.
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