Business Idea 1
Start at the top
Will King, founder, King of Shaves
“I wanted Harrods to stock my first shaving oil, so I sent a fax to
Mohamed al Fayed’s private number and the next day I was delighted to
receive an order. Today, King of Shaves is the second largest
‘shaveware’ brand in the UK, stocked in leading chemists and
supermarkets.”
Business Idea 2
Dress it up
David Hathiramani, co-founder, A Suit That Fits
“Always look for new and exciting opportunities. We dressed in fantastic
suits while riding round the city on bicycles emblazoned with
information about A Suit That Fits.”
Business Idea 3
Don’t take no for an answer
Nick Rutter, MD, FireAngel
“I think the secret of our success has been staying calm in the face of
adversity. We never take no for an answer. An example is when we waited
in the reception of Woolworths head office until the buyer agreed to see
us. Sometimes you have to go to that level to get the business.”
Business Idea 4
Be distinctive
Ian Millner, CEO, Iris Worldwide
“To get the attention of a key prospect, we created the Dinosaur Mailer –
a piece of direct marketing highlighting Iris’s own unique benefits and
showing our competitors to be outdated dinosaurs. In a fun and creative
way, we communicated that in today’s climate you need to be fast,
flexible and adaptable, otherwise you’re heading for extinction.”
Business Idea 5
Show how it’s done
Lance Forman, MD, H Forman & Son
“We specialise in supplying smoked salmon to the hotel industry. There
was one top hotel that we wanted as a customer. We invited the chef to
tour our premises so he could see the quality, skills and care first
hand. As a result of this initiative, they are now buying from us.”
Business Idea 6
Be a trailblazer
Susie Willis, founder, Plum Baby
“I spoke directly to the buyer whom I was plucky enough to go and see on
my own. I let
the brand speak for itself. The response was that they found it
refreshing to find someone who was a genuine trailblazer ready to fight
her own battles. This was our first major customer.”
Business Idea 7
Let your product do the talking
Karen Watson, MD, The Real Flower Company
“We targeted a luxury London hotel that we wanted to work with. We know the
quality of our flowers speaks for itself. So we sent a hat box filled with our scented
roses complete with an information pack to the weddings and events coordinator.
We got asked to cater for a private party and have been working with them ever since.”
Business Idea 8
Help others
Oliver Bolton, MD, Alibi Pretox drink/Solution Sciences Ltd
“When we launched the new pomegranate flavour of our Alibi Pretox drink
last year,
our goal was to be sold in Waitrose. The drinks market is highly
competitive, so we needed a unique approach. We partnered POM354, a
charity that works with Afghan farmers helping them to grow pomegranates
as a sustainable alternative to opium poppy production. In addition to
the money donated from each pomegranate can sold, the press coverage we
received attracted the attention of Waitrose’s buyer, with whom we are
now successfully doing business.”
Business Idea 9
Offer your service for free
James Lambrou, director, begindesign
“My residential interior design business was keen to move into the
commercial design market. However, in such a competitive market it is
difficult to get your foot in the door. I contacted a local estate
agent, explained what I did and I offered a free service to makeover
their office space. It worked! Years later, we still get business from
the estate agent.”
Business Idea 10
Get out there and network
Mark Dixon, CEO, Regus
“I can’t emphasise enough how important relationships are in business.
However, you can’t just expect contacts and clients to come to you.
Networking with people face to face may unearth common interests and
business values, and will enable you to share learning and experiences
and, importantly, initiate lasting partnerships with other like-minded
business professionals.”
Business Idea 11
Impress people with your own personality
Tim Campbell, founder, Bright Ideas Trust
“Never feel that you want to be like somebody. I realised working for
Alan Sugar that my management style was different to his. The values I
have permeate my charity and it wouldn’t succeed if I tried to be
someone else.
Business Idea 12
Show creativity
Stuart Skinner, senior account manager, PHA Media
“I was invited to pitch to the restaurant chain, Prezzo. I presented a
PR plan in a pizza box, in the form of a menu. The menu was accompanied
by a cardboard pizza, showing the different areas of work. The client
was impressed by the originality of the pitch and liked the connection
with their brand. They signed up to a four-month PR campaign.”
Business Idea 13
Spot the potential
Mathew Dixon, director, Hudson Walker International
“I discovered a small fashion brand that had the potential to be a big
name and a major client for us. The contract initially had very low fees
but increased as the business hit defined levels of turnover. This has
now paid dividends as the brand is going through a period of rapid
growth with us as their recruitment partner.”
Business Idea 14
Show your expertise
Ian Jamieson, partner, Doig + Smith
“An important win for us was with BAA. We were up against fierce
competition, and after the written submission we were in ninth position.
At the interview our people were able to demonstrate their expertise,
passion and commitment – that won us the business. We distinguished
ourselves by putting in the people who would deliver the project, not
sales people.”
Business Idea 15
Use people’s assumptions
Sara Murray, founder, Buddi
“Aged 22, I managed to blag an appointment with the chairman of
SmithKline Beecham to sell him my software. I knew I could develop his
marketing strategy better than anyone else and told him so. Slightly
taken back, he said that I didn’t look old enough and asked my age. “You
don’t ask a lady her age! How old do you think I am?” I replied. He
said ‘early 30s’. I said nothing. I won the contract."
Business Idea 16
Taste the pain
Jos White, co-founder of Notion Capital
“Early-stage companies need to ensure that there is a genuine customer
pain that they are addressing. If you understand the source, depth and
extent of the pain, then you can begin to put a realistic cost on the
product. The more significant the pain, the greater the cost you can put
on the solution.”
Business Idea 17
Make sure you do your research
James Layfield, founder, Never Ever Ltd
“I always make sure that before I go into a pitch I thoroughly research
my audience – you’ve got to get under their skin. Only when you’ve done
this can you truly appreciate what it is that they need.”
Business Idea 18
Take a natural approach
Angus Thirlwell, co-founder and CEO, Hotel Chocolat
“Be natural, don’t try too hard and don’t try to use a load of
techniques that you have read in some book on sales, as people will see
through that. If you then follow up and do what you said you were going
to do, then that’s nine out of 10 already.”
Business Idea 19
Show dedication to detail
Andy Willox, MD, Gold Star Cleaning Services
“It was our sheer dedication that won us our first major contract. At
the interview, we took the client through the process from start to
finish. At the final stage, we brought in two cleaning operatives to
clean a difficult area. It sealed the deal.”
Business Idea 20
Keep it personal
Kim Sauer, director of marketing, Demarquette – Fine Chocolates
“We identified a leading department store that we wanted to work with. I
took the personal approach and hand-delivered chocolates with an
invitation to a private ‘Champagne and Chocolate pairing’. This
ultimately won us the business as not only were we able to make a first
introductory taste impression, but also offered an experience rather
than a pure sales call.”
Business Idea 21
Focus on getting people not to say no
Simon Woodroffe OBE, founder, YO! Company
“I had Sony, Honda and All Nippon Airways branding all over my first
restaurant. I had written to these brands saying that if I hadn’t heard
from them in three weeks, I would take it I could use their names as
sponsors. I never heard back. Soon after opening, I had a successful
restaurant, but owed money. I asked my suppliers for credit which I got.
They had concluded that with the Japanese giants behind me their money
was safe.”
Business Idea 22
Your reputation counts
Dr Bill Collis, CEO, The Foundry
“We develop hi-tech software for demanding clients. A big sale will
float because of our reputation, and our reputation is built upon the
smaller deals, our communication, our innovation, the quality of our
products and the care taken
to support customers. Your biggest deal is the sum of all the hard work
of all your teams in the years before.”
Business Idea 23
Imagine you are the other person
Andrew Atalla, founder and MD, Atom 42
“The best lesson I ever learned about winning business was also one of
the simplest. Spend a few minutes imagining that you’re the person
you’re pitching to. Understand their needs, and consider how they may
react to what you’re saying. If you can do this in advance, then you can
also react in advance – helping you anticipate and dispel any concerns
they may have before they’ve even had them.”
Business Idea 24
Sell yourself first
Tristan Rogers, CEO, Concrete Group
“Sell yourself, then sell your product. To not ingratiate oneself is to
create a barrier too great to overcome, regardless of the draw and
brilliance of your business offer. So, in short, be nice, be
understanding and make an effort get on with people.”
Business Idea 25
One point of difference
Margaret Manning, CEO, Reading Room
“Reading Room secured a place alongside Accenture on a large framework
last year against very strong competition. Often with big deals it is
not how good you are but how much better you are than your competitors –
you only need to be one point better and you’ve won. Focus on the
things about you that are unique, and don’t go on endlessly about
hygiene factors that apply to your competitors as much as they apply to
you.”
Business Idea 26
Be different
Jennifer Irvine, founder, The Pure Package
“Do your homework; understand your client and their needs; prove they
need you. We won our largest contract with a multinational company by
understanding the company’s biggest problem and creating a programme for
that.”
Business Idea 27
Deal in absolutes
David Soskin, former chief executive of Cheapflights.co.uk
“Cheapflights became a big provider of leads to British Airways, but BA
saw itself as a premium player and at first was reluctant to work with a
company called ‘cheap’. We got the deal by making it absolutely
risk-free for them. We said we’d throw away the invoice if they weren’t
satisfied with the service.”
Business Idea 28
Avoid bad apples
Charlie Mullins, founder and MD, Pimlico Plumbers
“Customers are not just king, they’re God! For anyone in business,
keeping hold of them should be a religion – that’s why, in my book,
customer service starts with hiring. Any successful entrepreneur will
tell you the damage you can do to your business by employing just one
idiot. At Pimlico our aim is to win ‘customers for life’, and we are
acutely aware of the price in lost custom of letting a single bad apple
on board.”
Business Idea 29
Join relevant organisations
Andrew Lovell, practice director, Michelmores LLP
“Joining committees can open doors. One of our lawyers was appointed as
regional coordinator to an organisation, Solicitors for the Elderly. We
targeted care home managers and owners in the region and informed them
of the firm’s appointment. This resulted in us obtaining leads and
winning new business, previously not perceived as achievable.”
Business Idea 30
Be persistent
Natalie Allen, Sweet Things
“My goal was to be in Selfridges, so I researched the cakes already in
there. By befriending the manager of the cake counter, I got the buyer’s
telephone number. Initially, the buyer said no, but I was persistent. I
pointed out that Selfridges didn’t have any gluten-free cakes, which I
could supply. Immediately, I sent over my cakes. The buyer rang me back
the next day to place an order.”
Business Idea 31
Share your passion
Richard Anson, CEO, Reevoo.com
“Securing our first big accounts was all about self-belief, passion and
persistence. In many cases, we just picked up the phone and made cold
calls. If you really believe you can add value, it will come across in
how you act and what you say.”
Business Idea 32
Everyone must succeed
Andrew Pearce, CEO, Powwownow
“Business comes down to people. The people who work for you, and the
people to whom you are providing a service. If you invest in your staff
they feel valued and happy. You should want them to succeed just as much
as you want your business to succeed. You need to take a real interest
in their career.”
Business Idea 33
Take notes and make lists
Sir Richard Branson, chairman, Virgin Group
“I think company owners should get out from behind their desks and go
and sample their own products as often as possible. I see many bosses
doing their rounds speaking to staff, but they never write the details
down. They will never get anything sorted.” (From Business Stripped
Bare)"
Business Idea 34
Everybody’s a potential customer
Gary Boom, MD, Bordeaux Index wines
“A guest we’d invited to a wine tutorial brought a rather scruffy friend
whom we completely ignored. Ironically, he was the one who placed the
largest order. At the next tasting, I targeted the person I thought was
the least likely to buy and secured a huge sale. I’ve now learnt that
the best orders come from the most unlikely people.”
Business Idea 35
Think out of the box
Shane Guy, head of publicity, Leeds Castle
“We
invited prospective brides and grooms to experience Leeds Castle at a
Weddings Open Day. We dressed the rooms as they would be used for a
wedding, let the guests enjoy canapés and offered one-to-one guided
tours so the couples could meet all the relevant people. Sixty couples
attended the event, of which 12 signed on the dotted line.”
Business Idea 36
Communicate with individual customers
David Eldridge, CEO, Alterian
“More and more consumers are sharing information about brands online and
their trust is at an all-time low. Smart businesses are listening to
the conversations their customers are having. To communicate with
customers on an individual level should be the strategic and tactical
goal of all brands and organisations.”
Business Idea 37
Have a clear vision
Gavin Wheeldon, CEO, Applied Language Solutions
“A well-communicated vision, mission and values are crucial to success.
If you have a clear vision in place then this should easily cascade into
key performance indicators and other measurements to help staff achieve
their business development targets.”
Business Idea 38
Ensure left meets right
Richard Jenkinson, CEO, Interactive Medica
“You’ve got to be organised. If the left hand doesn’t know what the right hand’s doing, your business will struggle.”
Business Idea 39
Get your product into their hands
Richard Reed, co- founder, Innocent drinks
“Supermarkets don’t return your calls at first. Then they say ‘no’. But
if you’re very persistent, you might get a chance after that. Only when
we finally got in to see Waitrose, did they click that it was right for
their audience.”
Business Idea 40
Bring in the professionals
Bhanu Choudhrie, executive director, C & C Alpha Group
“An idea might seem spectacular to you, but you need people who
understand that industry to proof-test it. Hire the best professionals
to advise you and accept that it will sometimes mean listening to advice
that you would rather not hear.”
Business Idea 41
Prove it with your product
Philip Weldon, founder, The English Cheesecake Company
“Find out where people are selling similar products and get them to
trial yours. I believed my cheesecake was better than those in a local
shop, so I took my cake in and asked them to sell it. It sold quickly. I
was soon selling 20 a week to them.”
Business Idea 42
Understand the opportunity
Michael Tomlins, MD, InfoMedia Services
“You have to assess where you, as a supplier, fit into all the likely
sales cycles of your potential customer. As part of our discussions with
Tesco, we undertook feasibility studies to show what we could deliver
to various Tesco departments, and that understanding paid off in the
pitch.”
Business Idea 43
Tailor the deal
Simon Duffy, co-founder, Bulldog Natural Grooming
“I came to this industry as an outsider, so I don’t go in with any set
plans on how to do a deal. I know what’s important to me and then I try
and find out what’s important to the client. I look to tailor what we
have to suit them, speaking as one business owner to another. This is
different to some of our much larger competitors, who decide things
centrally and then roll out on a global scale.”
Business Idea 44
Prove they need you
Ben McGannan, MD, Water Wellpoint
“Understand your client, prove they need you. We won our largest
contract by understanding the client’s biggest problem, sickness
absence, and creating a programme that engaged staff in health checks.
The programme has already proved to be a shrewd investment.”
Business Idea 45
Be honest
Michelle Mone OBE, founder, MJM International lingerie
“The key to good pitching is honesty. It inspires trust and confidence
and will help you build a good relationship with whoever you’re pitching
to. Then you can anticipate and dispel any concerns they may have
before they’ve even had them.”
Business Idea 46
Negotiate fairly
Laura Tenison, founder and MD, JoJo Maman Bébé
“Negotiation skills come into play when you place your orders. Do your
research properly, inform your supplier of the value of the order (not
just monetary but ongoing, to their brand, for PR), and have extremely
clear outlines of what is required and the price point you are prepared
to pay. Be fair, be loyal, and make sure everything’s clear.”
Business Idea 47
Share your vision
Doug Richard, entrepreneur
“People invest time and money into a project because they share the
vision of its leader. That vision, usually expressed as a story about
why the business was started and how it will change lives, is the heart
of every enterprise and the soul of every pitch. That vision, your
vision, defines your goals and your brand. It is without doubt your most
important asset.”
Business Idea 48
Show your passion
Lola Cashman, founder, The White Shirt Haberdasher
“When I met representatives of Essentially, a leading sports marketing
agency, I made a point of not giving them a stage-managed presentation,
but spoke with passion about the values of my company. Passion is
personal, contagious, and more effective than any slick PowerPoint
presentation.”
Business Idea 49
Back yourself
Sir Philip Green, Arcadia Group
“Life is about taking the risk. If there are six people around a table
normally three of them can’t make a decision; two will say nothing; and
only one will say: ‘I’ll do it.’ Most people don’t like change, so they
can’t make decisions. It’s and backing yourself.”
Business Idea 50
Put in the groundwork
Natalie Ellis, MD, Prestige Pet Products
“You need to get out there and be seen. I attended family dog shows to
get my products noticed. I had tried to attract Pets At Home for months,
but it was only when two staff from the store bought my bowls at a show
and told the buyers that they took my product on.”