BY DON RIGBY - www.integratedmarcom.com

Last week, I met with a CEO of a $7 million dollar enterprise.  He was open and honest with his dialog; history of the company, personal goals for the firm and concerns for getting there due to current economic climate.  This was a healthy conversation–one that validated everything I discovered from advance interviews with the Director of Marketing and 1 of his 8 dedicated sales professionals. 

Do I have an answer for this CEO?  Business growth is rarely solved with a one dimensional answer, but if I had to narrow my recommendation with a Silver Bullet, it would be a well articulated Growth Strategy.   

So why would this successful entrepreneur permit me to build their growth strategy?  What gives me the right?  Let me rephrase the question from the CEO’s perspective:  “Why should I choose you?    

The irony and beauty of “Why should I choose you?” is exactly the same for me as it is for his company?  Why does anyone choose to do business with any company?  Ask yourself honestly, in the eyes of your prospects and customers, are you compelling, are you believable and have you positioned your firm above the commodity fray?      

Fact is, we can’t be objective. We’re so emotionally involved in our business, we loose objectivity.  The lens in which we see our value-to-customer has too many blind spots.   

Last week was our first meeting and it was rather one-sided (I asked the questions and listened 80% of the time).  To create a mutual environment of trust, he needs to know who Don Rigby is, why GrowthANSWERS and what he can expect from us that he cannot receive from anyone else on the planet.  In my heart, I believe we’ll work together when his internal need, timing and desire align, but ONLY if I do my job first.  

This CEO has literally invested millions into technology to turn high-quality jobs faster. He’s invested millions into human resources (currently 53 employees).  He’s invested millions into acquisitions (inorganic growth) to broaden scope of service to his customer. He retains customers well (I’ll give him an A-), but his new business development strategy is anemic (I’ll give him a C-). Operationally, he’s excelled, but that’s not what gives new clients the courage to choose his business.  Courage comes from a clearly defined differentiator–something prospects can’t receive from any other resource.  

That’s strategy worth building on and it comes from researching customers, competition and employees. This requires outside perspective, objectivity and a proven method of building exponential and sustainable growth.

1. Object analysis of current Business Development practices.  
2. A system permitting marketing to market, customer service to serve and sales to sell consistently with repeatable processes leading to predictable results.  
3. Compelling messaging that truly distinguishes his company over competitive alternatives and told consistently by every story-teller.
4. A growth strategy based on his industry, competition and corporate culture.

Do I believe GrowthANSWERS is the single best resource on the planet to create and execute a growth strategy?  Without a doubt, but what matters most is what he believes. 

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