How to Properly Scan the Market Focus, Wisdom and Foresight Alice Watson, Director and Founder of Porge Research.

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Presentation transcript:

How to Properly Scan the Market Focus, Wisdom and Foresight Alice Watson, Director and Founder of Porge Research

A confession…

Selling is expensive….so….. Identify and understand the market you want to play in Engage with potential clients before the formal procurement starts Be brave and make “no bid” decisions Avoid the temptation to reply to every tender

Adopt an Intelligence-led approach Actual Opportunities Who do I phone now? Tactical Planning Account Management and/or New Business Strategic thinking What market do we want to be in?

Understand your market How much money was spent on bought-in social care services in England in 2013/14? £13.3B And £35.6M was spent on tree surgery

What was that £13.3B spent on?

Is the market on the up?

Who are the big spenders?

Who are the big earners? Not for Profits

Once you’ve done your strategic thinking… Dig a little deeper and start thinking tactically…

Understand your clients…(Suffolk County Council) Not for Profits

So what? Look to maximise your “share of the wallet” “Exploit” your existing relationship, sometimes without a tender Identify potential partners

How do we know all this? We add up, and categorise the invoices that the public sector pay (over 1000 organisations) Councils NHS Acute Trusts CCG’s CSU’s Mental Health Trusts Community Health Trusts Emergency Services Central Government and NDPB’s

Illuminator

Imagine… Knowing who spends a lot on what you sell Knowing what your competitors charge for their services Knowing where you rank in your clients list of priorities Successful selling is all about intelligence

Then when you understand your market… You need opportunities…. Try to get in early, so you can: Qualify the opportunity (do you want to win it?) Influence the requirement/specification before it’s been written Build a dialogue and relationship with the potential client Some examples….

Warwickshire County Council CAMHS re- commissioning

Wolverhampton City Council Externalisation of Learning disability outreach services

Medway CCG Procurement of Children’s Therapies & Community Nursing

Southwark London Borough Council Grounds and Parks Maintenance

Where do all these come from? Meeting papers (we check the meeting and strategy papers of over 700 public bodies every 6 weeks)

The commissioners may well be predisposed towards the SE The SE might have the best solution The SE might have the best price ….but you need to communicate that message…..Just being the best isn’t enough…. SE’s vs Private Sector; who will win?

Focus, wisdom and foresight Target your efforts Develop an intelligent campaign Get in early Good Luck!