Developing Business is Everyone's Business
Business development today is an activity that is everyone's responsibility. This task has generally been delegated to the marketing and sales teams. These groups often perform the task admirably; however it can no longer be considered their exclusive domain. All firms must encourage everyone within their organization to become an active contributor to the growth and development of new business opportunities.
- Start at the top. Make sure that senior management is talking to and meeting with existing and prospective clients. Nothing sends the message quite like management hitting the road to lead the charge in business development.
- Identify your target markets. A random approach to customer development will not be as effective as a well defined marketing plan. Decide who you want to do business with and who you do not want to pursue.
- Prepare a compelling message. Determine your USP (Unique Selling Proposition) and identify the reasons that someone should meet with you. Focus on the value and benefits your products or services offer the client. Don't go and brag about how great you are - no one cares. Clients are only concerned about what's in it for them.
- Develop a professional presentation. Prepare a presentation that captures and holds the attention of your prospects. Summarize the key services your firm can deliver in a powerful and interesting manner. Coordinate everything from the PowerPoint to the presentation folder and company stationary so that everything works together. Once you have assembled something you like, ask someone who doesn't have a vested interest in your company to give you an objective evaluation. Better yet, hire a web and/or graphic designer to develop your package. First impressions count.
- Make yourself memorable. Check your appearance. Does your suit or outfit look tired and worn? If so get rid of it. I know a manager who asked one of his salesmen, "who shines your suits?" If wardrobe coordination is not your strong suite, consider hiring a style consultant to revamp your professional image.
Present yourself professionally and appropriately for your industry but don't be afraid to set yourself apart by wearing something stylish or classy. For men, a suit, tie and clean shoes are essential. Women can wear an appropriate dress or slacks complimented by an elegant broach or necklace. Please, no Mickey Mouse ties unless you work for Disney.