BM-BD-P-25-001
1. Purpose #
1.1. To systematically identify, attract, and convert potential clients into active customers. Streamline an effort to generate new business, ensure consistency in Blihs services/products, and maximize the chances of building long-term relationships with potential clients.
2. Scope of Application #
2.1 This procedure applies to all Blih’s newly signing clients and to all internal Blih projects.
3. Definition #
3.1 Client – A person or organization that has entered a service agreement with the company for marketing or communication services.
3.2 Prospect – A potential client who has been identified as fitting the target profile for Blih’s product or service but has not yet made a purchase.
3.3 Lead – A contact or individual who has shown interest in Blih’s product or service, often by providing their contact information or engaging with marketing efforts.
3.4 Client Acquisition – The process of attracting and converting potential clients into paying clients.
3.5 Business proposal – Formal document or presentation that outlines a plan or idea to solve a problem, meet a need, or offer a product or service to a potential client, partner, or investor.
3.6 Agreement/Contract – A formal, legally acceptable document that details specific terms, obligations, and rights of both the service provider and the client. The agreement shall includes:-
* Scope of Work: Clear description of the services to be provided.
* Payment Terms: Pricing, payment schedule, and methods.
* Duration: Start and end dates of the service or project.
* Responsibilities: Duties and obligations of each party.
* Terms and Conditions: Rules governing the agreement, including cancellation, confidentiality, and dispute resolution.
* Deliverables: Specific outputs or milestones.
* Liability and Warranties: Limits of liability and guarantees.
* Termination Clause: Conditions under which the contract can be ended.
* Signatures: Agreement by authorized representatives of both parties
3.7 CRM (Client Relationship Management System) – The internal system developed by the IT department to manage client or internal project data, tasks, meetings, contracts, and performance tracking.
4. Responsibility #
4.1 Business Development Executive/Officer
4.1.1 The BDO is responsible for conducting in-depth research to identify new market opportunities, industry trends, emerging client needs, and competitive landscapes relevant to Blih Marketing & Communications PLC’s services.
4.1.2 Define and segment target client profiles based on market analysis, identifying ideal client characteristics, industries, and potential pain points that Blih’s services can address.
4.1.3 Proactively identify potential growth areas, including new service offerings, geographic expansion, and strategic partnerships that align with the company’s long-term business goals.
4.1.4 Develop and propose comprehensive business development strategies and actionable plans to achieve revenue and expansion targets, including market entry strategies and lead generation approaches.
4.1.5 For internal Blih products/projects, conduct necessary research including feasibility studies, market demand analysis, and potential investor/stakeholder identification.
4.1.6 Systematically identify and research potential clients and leads this includes leveraging industry databases, online platforms, professional networks, and market intelligence tools.
4.1.7 Qualify leads based on predefined criteria (e.g., budget, authority, need, timeline – BANT), ensuring that efforts are focused on high-potential prospects.
4.1.8 Create and implement diverse lead generation strategies, including cold outreach (email, phone, social media), content marketing, event participation, and leveraging referrals.
4.1.9 Actively participate in industry events, conferences, webinars, and professional organizations to expand the company’s network and identify new opportunities and contacts.
4.1.10 Accurately input, track, and manage all lead information, interactions, and progress within the CRM system.
4.1.11 Initiate contact with qualified prospects, tailoring communication to resonate with their specific needs and demonstrating a clear understanding of their potential challenges.
4.1.12 Develop and maintain strong relationships with prospective clients through consistent and valuable communication, aiming to build trust and credibility.
4.1.13 Conduct thorough needs assessment through meetings, consultations, and active listening to deeply understand the client’s business objectives, challenges, and specific requirements.
4.1.14 Clearly articulate Blih Marketing & Communications PLC’s unique value proposition, demonstrating how our services can provide tailored solutions that address the client’s identified needs and deliver measurable results.
4.1.15 Collaboration with relevant internal departments (e.g., Creative, IT, Finance) to gather insights, assess capability, and ensure proposed solutions are feasible and align with internal resources.
4.1.16 Based on client needs and internal capabilities, collaborate with relevant internal teams to design customized service solutions.
4.1.17 Prepare compelling and comprehensive proposals that clearly outline the proposed scope of work, objectives, deliverables, timelines, estimated costs, and terms of engagement in collaboration with the account manager.
4.1.18 Confidently present proposals to prospective clients, effectively communicating the value and benefits of Blih’s proposed solutions and addressing any questions or concerns.
4.1.19 Skillfully address client objections, concerns, and competitive challenges, providing persuasive counterarguments and further clarifying value.
4.1.20 Lead negotiation efforts to finalize terms, conditions, pricing, and contractual agreements, aiming for mutually beneficial outcomes.
4.1.21 Work closely with the account manager, finance dep’t and relevant internal teams to draft, review, and finalize service agreements and contracts, ensuring all terms are clear and agreed upon.
4.1.22 Secure the signed agreement or formal approval from the client, officially closing the deal.
4.1.23 Update the CRM system to reflect the closed-won status, including all contract details, project scope, and key client information.
4.1.24 Maintain a supportive role during the initial onboarding phase, addressing any high-level client concerns or clarifications that may arise directly related to the sales process.
4.1.25 Gather initial feedback from the client throughout the overall process to inform continuous improvement of the business development process.
4.1.26 Archive deliverables, project reports, and feedback in the CRM for future reference.
4.2 Account Manager
4.2.1 Supports the client acquisition process for external clients and internal Blih products/projects.
4.2.2 Draft proposals scope, budget and timeline and ensure the internal team has the capacity to perform the client request with the specified timeline.
4.2.3 Approve the finalized proposal alongside the GM.
4.3 General Manager
4.3.1 Approve finalized proposals and feedback for any amendments
4.3.2 Provides company-level alignment and establishes trust.
4.4 Finance Department
4.4.1 Reviews billing, invoicing, and payment schedules for accuracy.
4.4.3 Ensure client payment terms are understood and logged in the CRM.
4.4.2 Ensures all necessary resources and services are available by approving budgets related to client acquisition.
4.5 IT Department
4.5.1 Ensure appropriate periodic maintenance is given to clients related internal tools such as CRM and Task management.
4.5.2 Sets appropriate permissions, folder structures, and document versioning.
4.5.3 Ensures data security and compliance requirements are met.
5. Work Flow #
I. External client Projects
5.1 Prospect Identification & Qualification
5.1.1 The BDO identifies potential external clients through market research, networking, lead generation activities, and inbound inquiries.
5.1.2 The BDO qualifies prospects based on established criteria (e.g., budget, need, strategic fit) to ensure alignment with Blih’s service offerings and capacity.
5.1.3 All relevant prospect information shall be logged and updated in the CRM system.
5.2 Initial Outreach & Relationship Building
5.2.1 The BDO initiates contact with qualified prospects via appropriate channels (e.g., email, phone call, professional networking platforms).
5.2.2 The BDO conducts initial discovery meetings or calls to understand the prospect’s business challenges, objectives, and specific marketing or communication needs.
5.2.3 The BDO builds rapport and trust, positioning Blih Marketing & Communications PLC as a valuable potential partner.
5.3 Needs Assessment & Solution Presentation
5.3.1 The BDO conducts a thorough needs assessment, collaborating with the prospect to define project scope, desired outcomes, and key performance indicators (KPIs).
5.3.2 The BDO, in consultation with the account manager, finance dep’t and relevant internal departments (e.g., Creative, IT), develops a tailored service proposal that addresses the client’s specific requirements.
5.3.3 The finalized proposal shall be approved by the account manager and the general manager.
5.3.4 The BDO presents the proposal to the prospect, clearly articulating the value proposition, proposed deliverables, timelines, and pricing.
5.4 Negotiation & Agreement Secured
5.4.1The BDO shall lead negotiations on terms, scope, and pricing, addressing any client concerns or objections.
5.4.2 Once all terms are mutually agreed upon, the BDO secures the signed service agreement with the external client.
II. Internal Project
5.5 Research & Opportunity Identification
5.5.1 The BDO shall conduct research to identify potential internal Blih projects or product development opportunities (e.g., new services, market expansion initiatives, internal communication campaigns).
5.5.2 This includes research into market viability, competitive landscape, potential returns, and required resources.
5.5.3 Identify potential investors/stakeholder on potential products and industry trends.
5.6 Proposal Development & Internal Approval
5.6.1 The BDO develops a detailed proposal or business case for the internal project, outlining objectives, scope, expected outcomes, resource requirements, and proposed timeline in collaboration with the account manager.
5.6.2 The BDO presents the internal project proposal to the relevant stakeholders for review and formal internal approval (e.g., General Manager, Departmental Managers).
5.6.3 Any identified gaps or concerns shall be discussed and addressed to ensure realistic commitments of the projects.
5.6.4 If the proposal has found to be profitable all relevant stakeholders shall approve the proposal officially within 24hr, if not shall send a feedback to the BDO for adjustment or Official decline the proposal.
5.6.5 Upon final approval of all relevant stakeholders the BDO shall transfer all relevant researches and documents to the account manager for project execution.
5.7 Documentation and CRM Update
5.7.1 The BDO shall upload all client/project related materials into the CRM depending on the status of the acquisition process(prospected, first call, follow-up, meeting set, meeting held, proposal, negotiation, contract drafted, contact sent, won/loss).
5.8 Project Closure
5.8.1 Reference the Client Satisfaction SOP during project closure to validate outcomes and capture feedback.
5.8.2 Archive deliverables, project reports, and feedback in the CRM for future reference.
6. Generating records #
6.1 <<Signed agreement>>
6.2 <<Business Proposal>>
7. Reference documents #
7.1 <<Generated Records (meeting notes, design approvals, feedback reports)>>
7.2 <<CRM records>>
8. Relevant documents #
8.1 << N/A>>
9. Flow chart #
9.1