Adapting Your Business Development Strategy To The Changing Political Landscape

Barry Reicherter is managing partner of global intelligence at FINN Partners, a marketing and communications agency.

Business development leaders should be prepared to adjust their messaging as the political landscape changes. The incoming Trump administration and GOP-led Congress signal new regulatory and economic priorities. In this article, I’d like to share my thoughts on what companies should consider about their marketing and business development strategy in relation to expected changes.

Companies across major industries—from energy to manufacturing—face shifting client expectations around key issues like digital transformation, sustainability, supply chain resilience and workforce adaptation. As I previously wrote about, these trends were highlighted by the 800 high-level decision makers I surveyed earlier this year as being the challenges and opportunities that will likely shape their futures, offering insights that can guide business leaders in refining their communications. While there’s no shortage of articles on expected policy impacts, business development must go on—companies still need to adapt their strategies to align with both evolving client priorities and anticipated policy shifts.

Here’s how companies in key sectors can strategically reposition their messaging to align with the evolving policy landscape without needing to overhaul product lines.

Reframe sustainability as an economic and efficiency advantage.

Sustainability remains important, but with a GOP-led administration that may roll back strict climate regulations, sustainability messaging should pivot from compliance to efficiency and cost savings. Rather than focusing on emissions reduction or climate impacts alone, emphasize how sustainable products or services drive operational efficiencies and long-term cost savings.

For example, in energy and manufacturing sectors, positioning sustainability initiatives as paths to operational resilience and customer satisfaction can resonate broadly in the current environment​​.

Highlight domestic supply chain resilience and security.

An “America First” approach is likely to increase emphasis on domestic supply chains, reshoring and minimizing foreign dependencies. Business development leaders should underscore how their offerings strengthen U.S. supply chain security and support self-reliance.

Highlighting these aspects as advantages for risk mitigation, cost stability and reliability can be highly effective 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​​.

Position digital transformation and AI as competitiveness drivers.

With an expected deregulatory push for AI and other emerging technologies, companies should present their digital transformation offerings as enablers of global competitiveness. Under the Trump administration, AI, IoT and automation may be viewed more through the lens of efficiency and innovation than regulatory compliance.

Tailor messaging around these technologies to emphasize how they can reduce costs, improve performance and bolster America’s position in the global economy. For clients wary of rapid technology shifts, framing digital transformation as a straightforward, cost-saving advantage can be especially compelling​​.

Promote advanced manufacturing as key to American economic growth.

The GOP’s emphasis on supporting U.S. manufacturing through tax cuts and regulatory relief provides an ideal context for positioning manufacturing offerings as critical to a thriving domestic economy. In conversations with clients, emphasize how your solutions can help them expand, hire locally and support job creation. Messages that tie products and services to broader goals like economic stability and the protection of American jobs will resonate well in industries ranging from industrial manufacturing to construction​.

Frame energy solutions as cost-efficient and nationally beneficial.

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 companies, particularly 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 could broaden appeal, even as climate-specific regulations may take a back seat​​.

Emphasize public-private partnerships in key sectors.

With anticipated policy support for public-private partnerships in areas like infrastructure and aerospace, companies that can position themselves as adept partners for government and private sector collaboration may gain an edge.

Messaging should spotlight capabilities that align with public priorities, from infrastructure to advanced air mobility. For companies in aerospace and defense, positioning solutions as drivers of national security and public benefit can connect well with clients aiming to support federal goals​​.

Prepare clients for regulatory stability with a light-touch approach.

As regulatory rollbacks are expected in multiple industries, companies should assure clients that their offerings provide compliance flexibility. By focusing on the ease of aligning with simpler, more predictable regulations, companies can demonstrate how they reduce operational friction for clients. Marketing compliance as a straightforward, low-burden element of your offerings will appeal across sectors that frequently contend with costly regulatory hurdles, such as construction and energy​​.

Navigate tariff pressures.

Manufacturers and suppliers from countries targeted by the incoming administration’s promised tariffs—such as Mexico, Canada and China—must proactively adjust their marketing, communications and business development strategies to mitigate potential impacts. These companies should emphasize the value of their products beyond price, highlighting superior quality, reliability and innovation to strengthen customer loyalty even amid potential price increases.

Transparent communication will also be critical; engaging clients with clear, honest updates about tariff-related pricing changes and demonstrating efforts to manage costs can build trust and maintain relationships. Reinforcing long-term partnerships is another key approach, as suppliers can stress the benefits of established collaboration, such as consistent quality, streamlined supply chains and mutual understanding of business needs.

Additionally, companies with operations or partnerships in the U.S. should spotlight these investments, demonstrating a commitment to the domestic market and positioning themselves as integral to the local economy.

Together, these strategies can help suppliers navigate tariff pressures while preserving market position and fostering resilience in a challenging trade environment.

What should you do now?

With the time between the recent election and Inauguration providing a key opportunity, business development leaders should take a fresh look at their organization’s marketing, PR and sales channels. By updating websites, email marketing, PR plans, media spend, collateral and sales enablement materials, leaders can incorporate the shifts outlined above.

Proactively aligning communications to reflect anticipated political priorities can position companies to better engage clients focused on stability, resilience and alignment with the new policy landscape, setting a strong foundation for growth in the months and years ahead.

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