Aerospace BizDev News from Linda Wolstencroft
Newsletter #33 –
Mar 15th, 2014

 

Big Bets and Big Decisions: The complex environment surrounding the complex sale

Our business lives are filled with making big bets. And by definition, big bets require big decisions. If we don’t get it right, the consequences can be crippling – they can even kill a company.

In growing your business, the bets are almost always big: we are investing significant resources into achieving growth, and therefore the associated risk is large.

In many industries, such as aerospace and defense, the bets are big, the stakes are high, and furthermore, the environment is complex.

Let’s look a bit closer at what a complex business environment looks like. First, the products and services offered are complex. This generally means that the technology is complex. The products and services developed are by skilled and educated people, often niche experts – teams of them, actually. So for example, think of any engineered major product that is sold at a high price (say in the millions) to a large entity, such as a government or a very large company. These products and services are technologically complex. Think about equipment in-service-support; think about manufacturing an aircraft, or even just any component of an aircraft. Some components are more complex than others, but every one of them is technologically complex because it has to fit into a technologically complex product: the aircraft itself.

Second, the market characteristics are complex. For example, the market can be growing, shrinking, or plateauing. New sectors can emerge while others die. The geographical distribution of the market can change, and the speed of this change can be quick.

The market itself is also affected by economic, social, and political factors. Globalization is continuously impacting economic conditions, exchange rates, nation’s debts, and trade.

Competitors’ actions are also difficult to understand and predict. It could particularly be complex if the competition includes a disruptive offering.

Legal requirements are complex as they vary by country. The subject of Intellectual Property rights is also a key concern for many businesses.

Closer to home, the variety of product and service offerings that your company can provide to its customers is also an area of complexity.

Finally, the customer is complex. Defining the customer is a subject in and of itself that is rarely simple for a complex sale. The customer can be two or three levels of companies, or it can include a significant influencing entity such as an OEM or a regulatory body. Thus, within each entity involved as a customer, there could be several connections required.

These complex environmental factors are shown in the Decision Wheel below:

 

.........................................................................................................................

NEW FOR 2014
THE BUSINESS DEVELOPMENT COACHING PROGRAM – Gold, Silver and Bronze Levels

Improve your performance like you can’t even imagine.  Learn how to land the big sales.  The coaching program is a highly effective way of learning what you need, when you need it.  

READ MORE>

 

.........................................................................................................................

 

Next Newsletter April 15, 2014 Current Article

 

Receive our newsletter!
E-mail address:  
 

Please feel free to forward
this email.

   
 

 

 

 

If you wish to unsubscribe please contact us.