Draw & Grow
How to find new customers - where you want them
Most businesses want new customers - but not just any customers or anywhere. Businesses need customers where they can supply them efficiently and economically. Because if they can’t, neither the customer nor the company will be happy, and divorce will follow.
Knowing where your target market is located makes it easier to win new business and grow. So, it’s vital to map customers (plus competitors!) and to keep doing so. Plans for growth have to adapt and fit your market and the related commercial opportunities.
New business doesn't just radiate out in a neat circle geographically. Companies need an easy way to plan potential growth that reflects geography and changing circumstances.
No plan survives first contact with the enemy
Business and marketing textbooks are full of worthy advice on the correct way to plan a sales campaign, a product launch or how to win new customers. But, as world-famous boxer, Mike Tyson is quoted as saying: “Everyone has a plan until they get punched in the mouth". Not many strategies stay the same for long.
From what we’ve seen - over many years of consultancy in the building materials industry - in real life, most businesses (including big plcs) don’t actually plan the way the textbooks say you should. They often draw a map and mark where their customers and sales are now, and alternative options of where they’d like to be. They mark where they think potential customers might be and then consider how they can expand to balance operational efficiency with the ease and probability of winning new business. It’s all a lot more intuitive and fluid than the textbooks imply.
A lot depends on the ability to find out where your type of customers are, and to count them. Establishing the potential demand for your products - how many prospects are located in different locations, along with their respective concentrations.
So, smart research and up-to-date data reduces your risks and increases your chances of sales momentum and profitable growth. A major reason behind us developing ‘Draw & Grow’ - our intuitive planning tools - within the PROSPECTManager portal. Expressly designed to help you in your growth planning.