There are three key target markets:
- Colleges and universities
- Public sector bodies
- Corporate SME and Large companies
We’re working on all three fronts to boost both candidate numbers and sell the potential benefits of the service and system to each different sector. This leads to one real dilemma. As a leader of sales teams, in the past I’ve always urged people to go after the low hanging fruit first to give them the basis to develop the larger and longer-term opportunities.
We’re taking a similar approach at the moment, however, I wonder should we focus efforts more in one area and potentially get a higher return, but this of course carries the risk that it could be all or nothing. For example, having worked extensively with public sector, the upside is that once you have order the money is guaranteed (Crown Debt) and that usually the level of order is substantial. However, I know that to get the order is usually a long and complex process that takes a lot of time (and that there are only Gold Medals on offer and Silver gets you nothing).
Please, if you have any thoughts let me know as at the moment I’m working on what instinctively feels right.
Comments
Where do I begin? I dont think you will get anywhere fast enough with your current segmentation..
The first 2 are shrinking and budget cutting and the third is so broad as to be meaningless.
This is what you should do:
1) Find the sector that will derive most benefit from your USP. You will need to ask potential clients to find this out.
2) Hit this sector hard for clients and recruits in a very targetd way, until you have achieved some critical mass
3) Then go to next sector to benefit the most, rinse and repeat.
Carry on your way and you will flounder like a fish out of water - pun intended.
Hope that helps
Bob