What price recovery?
There can be few businesses not affected by the recent chill winds of recession. It’s understandable then that with concerns about profitability and a return to growth, the natural tendency of many companies now is to pursue new business leads regardless of the commercial implications, believing that any business is better than no business.
While this approach may bring in much-needed funds in the short term, it can be a distraction which leads to resources being stretched too thinly, and moves the company away from its long term goals.
Constant analysis, something we practice rigorously here at CBS, is the key to lasting success and ultimate survival. This means looking at every single prospective sale and asking yourself:
What likelihood is there of securing the business? What type of business will this bring us? What level of resources will be required? Does this represent the best fit for our organisation?
Unless the sale fits in with your organisation’s profile and experience, you may stand to lose more in time and resources than you might gain financially.
There’s no point in spending a huge amount of time preparing complicated, impersonal tendering documents for business that you have little or no chance of winning – or business that your company will struggle to complete successfully or profitably.
At CBS, our reputation has been achieved by concentrating on people and building relationships. This means working closely alongside internal teams and encouraging prospective buyers to visit our showroom in Ascot where they can evaluate how products and solutions can work for them. By maintaining a personal interface in the specification and sales process, there is much less risk of a mismatch between the purchaser’s needs and expectations and the end product. Only by working more closely together will clients and suppliers achieve true synergy and build stable, long term relationships.