It is not a course.
It is not a motivational session.
It is not a marketing plan built from standard templates.
It is a B2B commercial strategy methodology built to answer one strategic question:
how do we turn this initiative into orders, margins and sustainable competitive advantage?
Business Exploration® is the name of the methodology developed by Flavio Tosi in 2009
to help entrepreneurs, CEOs and commercial teams of industrial SMBs
design, test and launch complex commercial initiatives:
Business Exploration® is a registered trademark.
Before 2009, “business exploration” was an expression used in a generic and academic sense.
Since 2009, Business Exploration® has been the structured methodology for B2B commercial strategy,
articulated in 4 sequential and iterative phases, tested in the field, made operational and continuously improved over the years.
Every important commercial initiative is an exploration.
When an industrial company enters a new market, launches a new product, changes channel,
defends price or tries to recover market share, it is not simply “selling more”.
It is trying to understand:
Business Exploration® was born for this:
to turn a commercial intuition into a strategy that can be tested, communicated and sold.
Business Exploration® organizes B2B commercial strategy around four operational dimensions:
We call them the 4Ms of Business Exploration®.
They are used to avoid the company starting from the wrong solution:
CRM, export manager, training, trade fair, pricing, communication
before understanding which part of the commercial system is not working.
The 4Ms of the Business Exploration® methodology
The 4Ms do not live in a vacuum.
Every commercial decision must hold inside three constraints:
When the customer changes, competition moves or the company can no longer sustain the old way of selling, the problem is not solved by adding people, CRM, training or export managers.
The commercial system must be realigned.
The methodology comes from Flavio Tosi’s direct experience as Strategic Marketing Manager at General Electric,
launching and commercially managing complex industrial solutions in Oil & Gas, Energy and international Plant Engineering markets.
Over the years it has been contaminated and strengthened by:
The result is a methodology that does not start from “doing marketing”,
but from building a commercial machine capable
of generating orders, defending margins and beating the competition.
The result is not a motivational presentation.
It is an operational commercial manual, normally about 20 pages long, which clarifies:
The point is not “having ideas”.
The point is not taking unnecessary risks before spending money.
Business Exploration® is needed before spending on:
If the commercial problem has not been understood, every operational solution risks becoming just another cost.
Since 2009, the Business Exploration® methodology has been applied to industrial SMBs,
startups, franchising, new products, high-tech services and commercial initiatives
in Italy, Europe, the USA, the UK, the UAE and the GCC.
It has been used in contexts related to:
Before going international, launching a product, installing a CRM, hiring an export manager,
running sales training, reviewing pricing or negotiating an important offer,
it is better to have clear ideas.