| Targeting the Clients: Identifying the Buyers |
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Managing the BUGS The days when just knowing the whims of the CEO were enough to give you an edge over the competition are over. Marketing for large, complex programs is no longer a single individual's decision. Many people must be enthused or at least passive before an award is made. Unless you are Microsoft, you don't have a monopoly on answering your client's needs. So we must be dedicated to collecting the information from everyone that together makes up the "needs" of the customer. One thing that really BUGS organizations is figuring out what the folks in the client organization are going to do next. By analyzing the target organizations, the BUGS , or buyers, can be strategically managed. That's a lot of folks to talk to! But if you're selling a complex product or service to a large organization, understanding the role of each of these buyers is critical. You must get to know them well enough to focus your proposal appropriately. One of the reasons that your incumbent competition is hard to unseat is that more than just one person needs to be convinced that a change would be good. And they all must reach that same conclusion at a moment that is appropriate to bring in a new organization. Next page in the Magic of Winning Proposals | Senior Management | Marketing Manager | Proposal Manager | Marketing Team |
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