It Starts With Clients by Andrew Sobel

Author:Andrew Sobel [Sobel, Andrew]
Language: eng
Format: epub, pdf
ISBN: 9781119619116
Publisher: Wiley
Published: 2020-02-12T00:00:00+00:00

The key to sole-source business

Agenda setting is simple in concept but hard to execute well. First, you have to be a real student of both the external factors that may affect your client's business as well as internal organizational dynamics.

Second, you must penetrate more deeply into your client's forward planning cycle. Figure 7.1 illustrates this.

Figure 7.1 Agenda setting

If you wait to get calls from your client about a need they have already identified, you'll find yourself in the lower-right corner, where you are “agenda reacting.” Here, procurement—pictured as a hungry alligator—will be biting at your ankles. The client may very well be requesting proposals from multiple suppliers. There will also be much less opportunity to reframe the issue. At this point, the problem definition will be well established in the client's mind, and you'll have to take it or leave it.

Where I want you to be is in the upper-left corner. Here, you are discussing your client's future plans and priorities. You are bringing them value-added thought leadership in the form of insightful points of view, best practices, trends, and so on. By working together with the client to define the need, you'll have an excellent chance to win sole-source business.

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