Business Development Strategy

Whale Hunting Practice #12: Control the Aperture of Perception

By November 5, 2009December 16th, 2017No Comments

Like a camera lens that focuses where you point it, ignoring the unwanted images on either side, so you need to manage the whales’ perception of your company.

It IS under your control how a prospective whale customer will perceive you and your team.  Everything from how your phones are answered to your website, from your social media presence to your print materials, from your address to your physical location will send signals to the whale about you.

Now is the time to bring the aperture of perception under greater control.  Your business development process as well as specific whale hunting sales will depend upon how well you manage the whale’s “experience” of your company.

That means having every touch point under control.  The goal is to present your company in the following ways:

  • totally under control
  • unruffled
  • sophisticated in dealing with large customers
  • process-driven
  • safe, reliable, and long-lasting
  • larger and safer than your peers

Ask your team to study how a big company presents itself to the outside world, from answering phones to website to collateral materials.  Then emulate as many of those tactics as you can.  Soon your “aperture of perception” will be excellent and you will be able to broaden its width and depth to reveal more of the great tings about your products and services.

Do you have a story to share about how you made your company appear bigger, smarter, or more solid than you really felt?  Please comment!