The World Of The Hunter

As humans we have always been ones to hunt to satisfy our basic needs – understanding where to hunt and what to hunt for is second nature.

But when it comes to new business development the majority fail to apply the same approach prior to making any initial contact with prospects. This leads to a failure to engage succinctly which can be soul destroying as, we all know, you get one chance particularly at a senior level.

So let’s apply the same approach over the generations to new business development – where to hunt and what to hunt for.

Where to hunt? Well let’s think of the ultimate new business opportunity as a Truffle. There are hundreds of species of truffles, as there are prospects, but the fruiting body of some are highly prized as a food. The 18th-century French gastronome Brillat-Savarin called these truffles "the diamond of the kitchen”.  These diamonds exist in new business and are as difficult to find but not as difficult as you would imagine.

If we imagine the online world as one large garden - some areas are rich in content, others lacking in any value. These rich areas can exist within the social media arenas where “chatter” can often unearth a particular frustration within an organisation often highlighting an immediate opportunity. The business networks also contain rich hunting ground with forums often containing a mine of information relating directly to an agencies experience and pedigree. These are two prime areas of fertile ground. There are others as well through traditional offline media but in this instance this can reflect news that is aged – they still offer insight into the mechanics involved within a particular company and their most recent channels of activity but the need to look beyond these to where a particular company might go next in developing their channels is where the clever agencies thrive and this is where the smart new business personnel make hay.

No one is saying that hunting for all this intelligence is easy but by focusing on a core target audience (the Tier 1’s as discussed in the previous blog) over, not necessarily, a lengthy period of time can pay significant dividends.

As before, if you want to learn more about our own approach, as a whole, please feel free to visit us online at www.mintconsultancy.co.uk or contact us for further insight into how the above approach works extremely well for our clients.

Thanks as always for reading.