Clients and workshop participants frequently ask me: “What’s the difference between sales and business development. Aren’t they the same thing?” Often I answer with a question: “How does it feel when someone is trying to sell you?” Ugh!
Daily, we are bombarded with “sales pitches” almost from the moment we wake up until the moment we close our eyes at night. I have a feeling in the not-too-distant future, someone will figure out a way to create some kind of moving ad, like a billboard traveling across the inside of our closed eyes, to pitch us even when we are sleeping.
Gaining new business and clients in the service sector is a totally different process than selling widgets. When people purchase services, they are purchasing something quite intangible. That’s why business development is anything but selling.
Business development is a relationship-building process where you are actually attracting new opportunity toward you. How? By being interested in potential clients’ needs rather than “selling them your wares.” When we are truly interested in helping someone’s business, they will be interested in us. Pretending to be interested just won’t cut it. People intuitively sense when we are primarily interested in selling them on how much we know and pontificating about our expertise. If you are dead set on telling people all about you and your smarts, don’t be surprised if you are rewarded with the dreaded blank stare of boredom.
People are primarily interested in one person – themselves. Work on asking them probing questions about their business. When you give them this clear expression of your interest in them and their business, it’s pretty likely you will find yourself being the center of their complete and undivided attention.
Most of us recognize it’s important to be working on business development, but it seems to take so much time for such a small return. It seems impossible to do all the necessary work for clients AND work on business development at the same time.
The key to building your business while you are serving your business is systematizing, prioritizing, and training your clients to adhere to this system.
Here are three key actions you MUST take to get a handle on your business development results:
1. Plan your business development activities for short spans of time every day. Make 2-3 calls or outreaches every single day, set up meetings for ideal candidates and track your calls.
2. Return phone calls and e-mails no more than twice a day. Ask people to identify if the issue is truly urgent.
3. Train your clients. You must demonstrate being responsive yet maintain control of your schedule. Clue your clients in to how you will work with them at the beginning of the engagement. They can count on you to get back to them in a mutually agreed upon amount of time. No one benefits from or feels confident about a confused, frazzled professional.
All three of these key action steps address a biz dev approach that I call “Daily Consistent Activity©.” By implementing “Daily Consistent Activity©,” you are certain to generate a healthy, flowing pipeline with greater speed and ease.
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