Altering Your Business Growth Strategy to Cope with the Evolving Political Scene
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Barry Reicherter holds the position of managing partner for global intelligence at FINN Partners, a renowned marketing and communications agency.
Leaders in business development should be ready to modify their marketing approaches as political landscapes shift. The upcoming Trump administration and GOP-controlled Congress indicate new regulatory and economic goals. In this piece, I'd like to share my perspective on what companies should consider regarding their marketing and business development strategies in relation to these anticipated changes.
Companies in various industries, such as energy and manufacturing, are facing altered client expectations around crucial issues such as digital transformation, sustainability, supply chain resilience, and workforce adaptation. In an earlier survey, I had gathered insights from 800 high-level decision-makers, highlighting these trends as the challenges and opportunities that are likely to shape their futures. While there is no shortage of articles discussing the potential policy impacts, business development must continue—companies still need to adapt their strategies to meet evolving client priorities and policy shifts.
Here's how companies in key sectors can strategically adjust their messaging to align with the evolving policy landscape without having to alter their product lines dramatically.
Present sustainability as an economic and efficiency boon.
While sustainability remains crucial, with a GOP-led administration that may lessen strict climate regulations, sustainability messages should shift their focus from compliance to efficiency and cost savings. Instead of concentrating solely on emissions reduction or climate consequences, emphasize how sustainable products or services contribute to operational efficiencies and long-term cost savings.
In the energy and manufacturing sectors, positioning sustainability initiatives as means to operational resilience and customer satisfaction can have broad appeal in the current environment.
Accentuate homegrown supply chain strength and security.
An "America First" approach is likely to promote a greater focus on domestic supply chains, reshoring, and minimizing foreign dependencies. Business development leaders should emphasize how their offerings bolster U.S. supply chain security and self-reliance.
Highlighting these advantages for risk mitigation, cost stability, and reliability can make powerful messaging for sectors like manufacturing, construction, and aerospace. Framing supply chain solutions as strategic defenses against global disruptions will also address key concerns of industry clients under anticipated GOP priorities.
Portray digital transformation and AI as competitiveness drivers.
An anticipated deregulatory push for AI and other emerging technologies suggests that companies should promote their digital transformation offerings as driving forces for global competitiveness. Under the Trump administration, AI, IoT, and automation may be considered through a lens of efficiency and innovation rather than compliance.
Customize messaging around these technologies to emphasize how they can lower costs, improve performance, and enhance America's position in the global economy. For clients wary of swift technology shifts, framing digital transformation as a straightforward, cost-saving opportunity can be especially attractive.
Showcase advanced manufacturing as the key to American economic growth.
The GOP's focus on supporting U.S. manufacturing through tax cuts and regulatory relief provides a favorable environment for positioning manufacturing offerings as vital to a thriving domestic economy. In conversations with clients, emphasize how your solutions can aid in expansion, local hiring, and job creation. Messages that connect products and services to broader goals like economic stability and the preservation of American jobs will resonate well in various industries, including manufacturing and construction.
Spotlight energy solutions as cost-efficient and advantageous for the nation.
An "all-of-the-above" energy strategy is expected to dominate, with less emphasis on renewables alone and more on overall cost-effectiveness and energy independence. Energy firms, specifically those in renewable sectors, can adjust messaging to focus on the economic benefits of energy solutions, such as long-term savings and reduced dependence on volatile global markets. Highlighting these technologies as ways to build national resilience and manage energy costs can increase appeal, even as climate-specific regulations may take a back seat.
Emphasize public-private partnerships in key sectors.
With policy support for public-private partnerships anticipated in areas like infrastructure and aerospace, companies that can present themselves as capable partners for government and private sector collaboration may gain an advantage.
Messaging should focus on capabilities that align with public priorities, from infrastructure to advanced air mobility. For companies in the aerospace and defense sectors, positioning solutions as pioneers of national security and public good can connect well with clients aiming to support federal objectives.
Ensure clients regulatory stability with a minimalist approach.
Regulatory rollbacks are anticipated in various industries, and companies should assure clients that their offerings provide compliance flexibility by concentrating on the ease of aligning with simpler, more predictable regulations. By positioning compliance as a straightforward, low-burden feature of your offerings, companies can appeal to sectors that frequently grapple with costly regulatory hurdles, such as construction and energy.
Address tariff challenges.
Manufacturers and suppliers from countries targeted by the incoming administration's proposed tariffs—for example, Mexico, Canada, and China—must take proactive steps to modify their marketing, communication, and business development strategies to mitigate potential effects. These companies should emphasize the value of their products beyond price, including superior quality, reliability, and innovation to strengthen customer loyalty amid potential price increases.
Transparent communication will also be vital; engaging clients with clear, honest updates about tariff-related pricing adjustments and demonstrating efforts to manage costs can build trust and maintain relationships. Reinforcing long-term partnerships is another key strategy, as suppliers can stress the benefits of established collaboration, such as consistent quality, streamlined supply chains, and mutual understanding of business needs.
Companies with operations or partnerships in the U.S. should highlight these investments, portraying themselves as committed to the domestic market and positioning themselves as integral to the local economy.
Together, these strategies can help suppliers navigate tariff problems while maintaining market position and fostering resilience in a challenging trade environment.
Utilizing the gap between the latest election and Inauguration, business development heads ought to reevaluate their organization's marketing, public relations, and sales avenues. This can be achieved by revamping websites, email marketing strategies, PR strategies, media expenditures, promotional materials, and sales-related resources.
By preemptively aligning communications to reflect anticipated political preferences, businesses can enhance their ability to collaborate with clients emphasizing stability, resilience, and compatibility with the new policy framework. This proactive approach lays a firm base for growth during the ensuing months and years.
The Exclusive Sales and Business Development Community is an exclusive gathering for high-ranking sales and business development personnel. Am I eligible?
The managing partner for global intelligence at FINN Partners, Barry Reicherter, often shares insights from surveys with high-level decision-makers to highlight trends in various industries.
In an upcoming event, Barry Reicherter will be speaking at The Exclusive Sales and Business Development Community, focusing on how companies can strategically adjust their messaging in response to changing policy landscapes.
