02
New Business Development
Developing a focused new-business approach with a clear target-account logic, an economically defensible value proposition, and a prioritized way of building new customer relationships.
Typical starting situation
Existing accounts carry the business, but new business doesn’t. Outreach is irregular, target accounts are loosely defined, and building new relationships depends on individual people.
Key questions
- Which target accounts are realistically winnable with the current offering?
- Which outreach actually reaches the real decision-makers and stakeholders?
- Which value proposition holds up under economic scrutiny?
- In what sequence should you proceed so effort and return line up?
Advisory work
- Defining and prioritizing target accounts and segments
- Sharpening the value proposition along real purchase decisions
- Building a prioritized approach to new-account outreach
- Aligning acquisition, account management, and functional teams
Expected work product
- A clearly defined target-account logic with traceable prioritization
- A ready-to-use value and argumentation framework
- Defensible criteria for evaluating new contacts
Suitable form of collaboration
A compact mandate spanning several weeks, optionally followed by support through the first acquisition cycles.