When a Wrinkle is Welcome

In my book, Small Town Solutions (available on Amazon), within the chapter titled "It Takes a Razor-Sharp Recruitment Program," you will read that recruiting any business to your town requires a solid proposal that fits their "must have" list. In other words, any prospective business considering a new location will expect ALL competing communities to offer a full package of promises-items to serve their specific operational requirements. The proposal covers what you have, plus how and why it matches what they need. Consider their "must haves" as their absolutes, the things that must be present for them to operate and succeed. In addition to their needs are a list of wants, or "nice to haves." These are the things that are rarely included in their Request for Proposal, but can be uncovered in conversations, emails, texts, or by examining other locations where the company operates successfully.

Getting to know these things and including them in your offer is where the razor-sharp aspect of your recruitment program shines. It takes place when you structure your proposal to go "above and beyond" the prospects needs to also answer their wants. These are the aspects of your commitment that show how well you know them, how well you fit their search criteria, how aggressive you are, how welcoming you are, how generous you are; anything they can regard as "special" that seals the deal.

So, what does that have to do with a wrinkle? My recommendation is to make, as your first priority, building a quality community with assets and advantages that speaks for itself. That gives you something you can sell. Then, figure out for each project you are pursuing, what is your difference-maker? As each project is different, it is up to you to make sure that you create a "just for you" and "because we want YOU" wrinkle. This is a process that offers "something special" within your proposal package that puts your town out front and on top. Many would call this "the icing on the cake." It is something that is either not available or not being offered in other towns they are considering, or, if it is being offered by your competition, you have found a way (a wrinkle) to make it even more attractive. The wrinkle creates or calls attention to a unique strength. It is the thing that the corporate site seeker and site location consultant can for years recount to others how you stepped up to win.

After all, every new business location decision comes down to one or two key factors that advances one community to the winners circle. It is natural that the finalists will have many things in common, but only one town has something that stands apart from the rest. As a local leader, find that something, then put it in your proposal as your unexpected, yet effective "wrinkle." Nothing appeals more to a group that has a hard decision to make than a community that proves itself as knowledgeable of their needs, capable in meeting them, but then who goes the extra mile to give consideration even to their wants. This leads to them having a higher comfort level and confidence in you. This leads to new investment and jobs for your community. A wrinkle you can wear with pride.