Made in PA Spring 2012 29
Degree of Risk
Management Focus Section Name
Business Acceleration/Organizational Capability Risk Matrix Degree of Capability
High Capability
Lower Failure Probability
Low Capability
Higher Failure Probability
Relative Cost: H = High Cost M = Medium Cost L = Low Cost
4.
Increase Promotional Activity. The wrong choice is to cut back this business development activity. For example, Rubbermaid’s policy is, has been, and will continue to be, doubling dollars spent
when times are rough. This includes incentives, selective discounts, trade event participation and direct offers made to new prospective customers. Business-to-business firms need to look at what their business-to-consumer counter- parts are doing successfully as an example of “out-of-the-box thinking.”
5.
Develop an e:business/website strategy that tar- gets new customer acquisition. We live in an elec- tronic communications world. Capturing multiple customer email addresses is golden. Acquiring
a database of electronic prospects is even more so. Instruct your marketing communications personnel to move quickly and get mind share by providing your business’ value propo- sition electronically and less expensively. Consider inexpen- sive ways of maximizing or improving “search engine optimi- zation” techniques to have your electronic address stand out from others.
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