New Logo Acquisition

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The world of B2B Sales has changed significantly over the last few years. All these changes have required the majority of firms to increase SG&A investments; however, companies are still spending on outdated approaches causing significant lag in acquiring new customers. Unfortunately, most organizations do not realize that the changes required are much more than just technology and training. There are significant miss-alignments of their traditional internal sales funnel with a client’s buying process.

The Digital Environment has introduced chaos to both buyer and seller expectations. Buyers’ expectations of sales have moved from education and information gathering to requiring analytical and advisory capabilities in solving business problems. This change is requiring selling organizations to “Stop Selling” and create processes that enable buyers to persuade themselves; ignoring this requirement will only accelerate failure.

The recent changes in B2B sales have been significant, and so fast, it requires an entirely new model and approach to win new clients in B2B Sales. FHS Associates has developed a comprehensive method that includes eight critical elements that work together and creates a sustainable, highly competitive business model that will assist your company in acquiring new customers with authority. 

The FHS Associates process elevates your company by incorporating all three attributes of Strategy, Relationship, and Problem Resolution with all interactions of clients. This service has highly productive tools and techniques that will position your company as a unique thought leader and facilitate your growth from new logo acquisitions, to sustainable clients that will evolve to dominate partnership.

FHS Associates implements this service as a contributor-mentor model, embedding our expertise into your ongoing new logo opportunities giving you immediate benefit and feedback while creating a sustainable environment for your continued revenue growth. This service has over 20 years of implementation success and is designed to enhance your current sales process with the following eight critical elements.

1. Client Personas - Qualify Potential

2. Client Buyer Criteria - Discern Progress

3. Comprehensive Relationships - Agendas and Motivations

4. Competitive Analysis - Strategies and Tactics

5. Value Proposition Calculation - Compelling Benefits

6. Presentations Completeness - Client Issues and Solutions

7. Business Qualification - Consistency

8. Sales Process - Win Rates

When assisting clients in the acquisition of new customers, FHS utilizes a concept called Contributor-Mentor. This concept is not advisory but rather a hands-on execution model. We take the lead and bring our tools, templates, sales experience, and execute our proven methodology within your existing sales environment, acquiring your new clients. 

Baselining

• Apply FHS Associates Analytics tools in the industry you are servicing and rank potential target clients
• Review current portfolio and prioritize according to industry target needs
• Create a target list to pursue

Target List Execution

Develop overall client strategy including the following:

• What business problems to solve - Develop a problem pursuit plan
• What relationships to cultivate – Develop strategic relationship mapping
• Competition landscape – Develop SWOT for primary competitors

Develop opportunity pursuit plans (this is an interactive process that must develop competitive insights creating tactics to move the pursuit forward) 

• Develop messaging content for pursuit campaign (qualify the problem premise)
• Execute relationship cultivation plan (build relationships with buying community)
• Create call plans that align your offering win-themes to client business problem
• Develop presentation material that complements your strategy and address all members of the client buying community

Continuously evaluate all moving aspects of the pursuit and ensure they are moving forward to closure

• Problem/solution alignment
• Relationship Building 
• Competitor position within the account
• Decision-making process
• Pricing strategy

• A significant increase in the win-rates of acquiring new logos
• Disciplined execution that keeps new logo acquisition predictable and repeatable
• Increases in the average size deal closed for new logos
• Reduced cost of sales for new logo acquisition
• Overall improvements in sales effectiveness
• New logos conditioned for more significant ongoing revenue expansion