Growing revenues with your target customers appears easy, especially if you have invested time to really identify where you want your company to play and have communicated this strategy with your sales team? Wrong!

I agree with this article in that it is great to really understand your target customers, their buyer personas and develop great marketing content to attract them but if you are happy to be distracted by a commercial deal outside your strategy then why invest in it in the first place.

We have changed our commercial strategy during the last two years. We now understand who we really want to work with and in which industries. It is very difficult to turn down assignments and ultimately revenue but I am happy to confirm that by sticking to our guns our strategy has paid dividends. We are working with clients aligned to our purpose, vision and values. We are experts in industries and the experience we give to our clients is outstanding because our consulting team are securing  Executive Search projects that they relish.