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Aerospace BizDev News from Linda Wolstencroft
Newsletter #36 –
June 15th, 2014

Will the real customer, please stand up?

Linda Wolstencroft’s monthly Newsletter provides business leaders with insights on growth in complex situations.

The title of this newsletter is farcical because in a complex sale there is no “real customer”. Unlike in some buying situations where there is a single person making all the decisions, in a complex sale there are normally many customers - and many levels of customers, at that.

In an article I wrote some time ago, the concept of aligning a complex customer is set out:

“Establishing multi-level, multi-discipline relationships and maintaining scheduled regular communications can defuse issues before they become costly.”  You can access this article here.

In another recent article, the concept of determining who is the most critical in the complex customer web is also important:

In order to further enable business growth, it’s important to identify the totality of your customer and stakeholders, prioritize their importance, and manage those relationships accordingly.” You can access this article here.

It’s important to understand the main points of these two articles to advance business objectives. In summary, in the complex sales environment the customer is complex in terms of tiers (sometimes there are multiple levels of contracts before we get to the end user), and discipline (senior leadership, purchasing, engineering, sales, quality, airworthiness, etc.). In addition, each customer entity within the web of the customer has its own role. 

What is the complex decision around customer engagement? To answer that question, I ask you to answer this question:

How will you align your customer so that they believe that doing business with your company is their best option?

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2014 AEROSPACE, DEFENCE AND SECURITY EXPO (ADSE) August 7th and 8th, 2014 – Abbotsford, Canada

I would like to invite you to register and participate in ADSE 2014 - the Aerospace, Defence and Security Expo, the industry Business Event presented immediately before the Abbotsford International Airshow

Why: Access to and Network with Senior Government Officials 

  1. last year's ADSE involved 4 federal and 2 provincial ministers with numerous key departmental officials and RCAF senior staff 
  2. anticipating an even better government engagement this year

Access to and Network with Senior Industry Executives from OEM's and Supply Chains

When: August 7 & 8 immediately before the Abbotsford International Airshow August 8 - 10, 2014

Where: Abbotsford, BC 

What: Western Canada's key Aerospace Industry Event presented before Airshow weekend

Strategic panel discussions focused on Defence Procurement, Commercial Opportunities and Supply Chain issues

Exhibition to showcase your products and services with invaluable networking opportunities

Who:  You and your team of aerospace industry leaders!  300+ participants and 50+ exhibits

How:  Register on-line and see all details at:  http://www.adse.ca

The Early Bird Rate is available until 30 June 2014, and is only $495 pp, with exhibit booths from $500!!

I am a member of the Steering Committee for this prestigious event and am committed to ensuring that it delivers value.  

I hope you will be able to join us.  If you have any questions, please call me at 604-839-5504, or connect to the Event Office at 604-601-8377  or  1-866-904-8377.

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NEW SEMINAR – "CUSTOMER LOVE" – DELTA CHAMBER OF COMMERCE, September 25, 2014 – Delta, Canada

“Can’t live with ‘em, can’t live without ‘em.” It’s the glaring truth about our customers. How can we reconcile the conundrum and achieve the right balance? Learn the top three approaches to customer relations and discover how to unearth the real story buried within your organization’s perceptions and anecdotes. Choose your own optimum solution and learn the simple actions you can implement immediately to radically improve your customer relations.     Read More>

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LINDA WOLSTENCROFT’S PROPOSAL Exposé, Dramatically
Growing Sales

This unique service is offered by one of the few experts in business development in aerospace.  Linda draws upon over two decades of developing and reviewing proposals – dramatically improving her clients’ success rates of winning new business from government and the military, airlines, helicopter operators, OEMs and prime contractors, throughout North America and internationally.

This essential service will change the game for your business development efforts and significantly increase your probability of winning.
  
Outcomes you will gain:

  • Set a winning strategy
  • Align your entire proposal with your strategy
  • Boost your technical, management and past performance scores
  • Identify key areas of weakness and make them irrelevant
  • Mitigate risk areas
  • Avoid the business killer:  being non-compliant
  • Add dynamic material that captivates the evaluators
  • Escape the doldrums of boring sections
  • Creatively use visuals for best impact and maximum points
  • Make it easy for the evaluators to see your value

Your proposal will be dramatically improved AND you will be able to generate better proposals in the future.

This service is available when, where, and through the best medium for you.  Contact Linda for more information.

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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>

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Aerospace BizDev Inc. - 5057 2A Avenue - Delta, BC V4M 3N6