Since the game keeps changing, we gotta keep figuring out how to get business and how to keep it. In the past 18 months I have figured out that it's best to err on the side of being too aggressive than be the passive order takers we in executive communications used to be.
It turns out that prospects and clients want us to jump in with information, insight, and recommendations. That's analogous to complete disclosure for BigPharma. If we don't clue in prospects and clients we could be out of business.
Those who need to gear up from being timid to ferocious have time. This week, because of the July 4th holiday, is dead. Summer will likely be slow as organizations have to focus on planning for the recovery. But after that they will have a lot of opportunities to experiment with a more focused relentless approach, both in chasing after accounts and servicing them. We gotta be in there, concerned about our clients, and showing it.
Those who see us as too much? They are in the minority. And they are probably not the big-bucks accounts. Those making money value input.