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Aerospace BizDev News from Linda Wolstencroft
Newsletter #41 –
November 15th, 2014

International Considerations: Going Global

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

When winning new business from international customers, companies face challenges in dealing with differing business issues.

The first principle of pursuing new international business is to recognize that it won’t be the same as existing business and that we need to adapt.  There is an additional layer of complexity that must be diagnosed, understood and addressed. The first mistake that companies make when going international is to look only at the surface of a potential business transaction.  What we need to realize is that the new international customer is different from our existing customers; we need to get to know how that customer works and operates.  Compare the level of knowledge we have about our business with our existing customers to the level that we possess with our new customers.  Often we forget that we’ve specifically constructed our business in a way that best serves our existing customers and therefore have people and processes that are aligned, skilled and knowledgeable toward dealing with new and existing business from our current customers; however, this likely won’t match what’s needed to be successful with new international customers.  If we stop to think about how much we know about our current customers, then we can appreciate how much we do not know about a new international customer.

If we don’t know as much about our new customers and the environment in which they operate as we do about our existing customers with whom we run successful contracts, then we are in a losing situation.

Elements to consider include:

  1. Culture, language and business norms:  Traditionally one of the most challenging aspects, but with more global business being done and with the help that is out there, this is becoming easier to manage.
  2. Decision making process:  As with customers with whom we are familiar, we need to specifically understand the decision making process – both the formal and the informal processes.
  3. Selling channels:  Often the use of an in-country element for selling is expected - and sometimes even required.  If used correctly, these channels are a significant asset.  For Canadian businesses, the Canadian Commercial Corporation is an agency that can help sell and act as a prime contractor for international government contracts.
  4. Legal requirements: Variations in laws between countries need to be understood.  Luckily, there is a lot of advice from government export agencies, trade commissioners and in-country selling channels.
  5. Politics:  Staying abreast of politics is essential, particularly in less settled regions.
  6. Available assistance:  Home government programs assist exporters in navigating the waters of international business.  Learn and use all of these resources; be mindful that while the assistance is valuable, in the end it is you who is the one incentivized to make the business happen.
  7. Business and operational processes:  Learn how the customer operates.  Many international customers require assistance in the form of information and guidance as they progress their own requirements and make their own decisions.  It is our role as seller to provide this assistance.
  8. Organization:  Understand how the customer is organized and where you need to interface or intervene.
  9. Expectations:  This is challenging to uncover and understand, but essential to truly comprehend how to succeed.
  10. How you are perceived:  Credibility, including how you have performed in the past and what your existing customers say about you, can inform how you are perceived.
  11. How you can best help them; what value you offer:  Obviously, clarity with respect to what value you can offer the new customer is essential.  What is your value proposition for this new customer?

Seek to understand these elements.  The complexity of doing business with new international customers always adds a new layer to complex selling.

This Newsletter has addressed the complex decisions of International Considerations.  Decisions related to International Considerations comprise one set of nine complex decisions that are required when developing the winning solution for a complex sale:

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THE GLOBE & MAIL, SPECIAL REPORT ON AEROSPACE, NOVEMBER 17TH 2014 - Watch for Linda Wolstencroft’s opinion article on “Procurement Reform.”

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CADSI WESTERN SME DAY, NOVEMBER 26, 2014 - Renaissance Harbourside Hotel, Vancouver, B.C.

Linda Wolstencroft will serve as Master of Ceremonies for CADSI’s Western SME Day – an event specifically tailored for small and medium-sized enterprises who aim to navigate the maze of defence and security procurement in Canada and abroad.

Registration will provide you with access to the morning information sessions and panel discussion, the B2B/B2G activity as well as continental breakfast, morning coffee break, pre-lunch reception and a full lunch buffet.

Click here for more information.

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“RED TEAM REVIEW” - LINDA WOLSTENCROFT’S PROPOSAL Exposé, Dramatically Growing Sales

This unique service is offered by one of the few experts in business development in aerospace. Learn from over two decades of developing and reviewing proposals – dramatically improving 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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WEBINAR NOW AVAILABLE FOR DOWNLOAD: “B2Bs AND THE QUICKER CLOSE: GENERATE MAXIMUM SALES TRACTION IN B2B MEETINGS” – With Linda Wolstencroft, Lockheed Martin Canada and The OMX

Do you want to increase your speed of selling? Land important contracts quicker? This webinar will help get you there.

Enhance your sales performance using meeting situations as a tool to advance your sales.

This webinar features live feedback from a prime contractor on what captures attention when meeting suppliers, advice from a seasoned professional who has first-hand experience with failures and successes, a description of the new and innovative tool of The OMX that puts you in contact with a community of like-minded companies, and connects you to primes looking for Canadian suppliers.

Click here for more information and to download.

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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.

Click here for more information.

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