Making New Business Development a Priority – You Wouldn’t Ignore Accounting, Would You?

Everybody’s in Sales

Business development should always be a priority, but it’s especially important for organizations that don’t have a sales force. In my opinion, everybody within an organization is in sales, because every touch-point with the outside world is an impression that you leave and an opportunity to sell. Too many times I have encountered a culture where business development was viewed as something that someone had to do (begrudgingly) and nobody took ownership. Somebody within your organization has to own sales and business development. This person needs to understand the process, or be able to hire somebody who does. Talking to somebody at an airport bar while waiting for a flight is one way to plug your business, but how many times can you do that? We need to think of business development as something that is replicable and that could be continued even if people leave the organization.

Set Up Systems

My opinion is that, if you get hit by a bus tomorrow and nobody can continue your job, because there is no system in place, you don’t really have a business. Warren Buffet once said “you need to set up a system for your organization that an idiot can run, because at one day that will happen” (check out the quote!).

Systems are used for engineering, IT, production, or accounting. Nobody would expect a company to not have an accounting system but it’s highly common for companies to live without any system when it comes to sales. That is when I developed the blueprint of “Selling & Dating” and how the two compare. It’s a humorous way of looking at the process, but if one follows the steps sales becomes more transparent.

Selling is a Process

That’s probably why most people are afraid of sales, because there is no guidelines, no blueprint. Hiring somebody who is charismatic is very often an option that is chosen. But charisma only takes you so far. Sales really is a process and once everyone in the organization understands that, it will be a lot easier to follow. There is this fear of selling, almost a disdain where sales is viewed as a practice where we have to persuade another person to buy something that they really need or like. Once we shift that mindset and understand that as long as we meet a need that another person has, it’s so much easier to embrace selling.

In my opinion, the fear and reluctance to selling stems from the fact that we are not taught to do it in a process oriented way. “Just pick up the phone and pitch our business”, seems to be the advice that many people are given, especially in smaller organizations. Once you have developed an ideal prospect profile and you know that what you are offering is something that your target will need, you can be structured in your approach and have a conversation rather than a sales chat.

Trust me, it works every single time.

Never forget those 3!

When developing the benefits to your audiences, always remember to develop messaging that helps them get their attention. If you have read my blog you will remember that people buy because you can help them:

  • Make money and/or
  • Save money or time and/or
  • Improve their reputation internally

Business Development is a Requirement

There are many business organizations dealing in today’s world, and none of them are working to run losses. How is it that they survive in this cut throat market and ongoing competition? The answer to this is simple; business development programs are the ones that put any particular organization on top of the business charts.

Any and every business organization has to cope with the market that is never stable and undergoes many changes, so the basic and the most important idea is to stay up to date with market conditions. Meaning that you don’t give your consumer a chance of going to your counterpart as this might result in losing out on precious and potential consumers. So in this long process of business development you are said to communicate, administer and plan so as to have a superior business development for your firm.

A very striking and successful business management plan requires a well-planned approach towards your goal, but there may be an obstacle in your path, your stress level. Working on this elevated competitive level, an approach that is well planned will have beneficial results. The people that are working in the line of business development programs are normally people appointed professionals, managers and employees that work for company’s goals. They strive towards excellence and taking it to new heights by getting high profits for the company in this highly competitive market. However the people working in this field are often stressed and this would be a great barrier in their pathway of being highly productive. The extent of pressure and tension that this people carry is tremendous and for this they require regular stress management programs that consists of hypnosis, relaxation etc.

In a business world, stress is a must where it reflects your approach towards your goals and the amount of pressure you have taken in order to reach new heights. But too much stress will give you nothing but a reduced output.

For a stressed mind nothing is of great value t as compared to peace of mind that had been lost in the process of working till the limit. There’s only that much that anyone can push themselves till. Hypnosis can help you reduce stress levels and regain your past composure, zeal, enthusiasm and foresightedness. Alongside it will enable you to recognise new opportunities. Hypnosis is an age-old art that can help relieve of reliving a stressed mind and mould it back to perfection. It will make you creative and productive as compared to your stress prone days. Soft music hypnotizes your mind and allows it to calm down.

There is no need for you to go looking out for hypnosis treatment, as it is made available for you in the form of mp3 on the Internet where you can download the contents and use it to the fullest extent for your cause. Once you use this mp3 download content you will realize that you are as efficient as before. This way you will be able to make effective business development strategies that will have highly satisfying results.

Multifaceted Marketing for Business Development and Small Business Marketing

One of the most critical elements of successful business development and marketing campaigns is the concept of using several vehicles to reach your potential customer. I call this Multi-Faceted Marketing. It’s based on two very simple assumptions:

1. Most people are resistant to a sales pitch, their first reaction is ‘No’.

2. Most people do not remember something until they have seen or heard it many (6-12) times. That includes your company or product name.

Your customers are overwhelmed with marketing slogans, pitches, and images. They are brain-dead when it comes to being sold. They are most likely resentful of anything that takes their time away from running their small business or mid-sized company, and would sooner ignore you than listen to you. We humans are built in a way that allows us to forget something seconds after seeing or hearing it. It may take 6 to 12 impressions in order for us to recognize something, and often more to remember it.

Question: Would you recognize the logo of the world’s most popular cola? My guess is you would if I could show it to you (it is a registered trademark). It’s probably the most recognized symbol in the world and has been around for over 100 years. But, it’s no accident that you see it everywhere you look. Their parent company knows that even though they are not a new business, and even with their preeminent position in their market, they need to advertise everywhere to support their place in your memory.

Your strategic planning and marketing plan won’t look like theirs, they spend millions on their business development and marketing, but it can contain the fundamental principles that make them successful. It can contain Multi-Faceted Marketing, which will insure your company or product name reaches your potential customer in multiple ways. By doing so, you will insure that they receive multiple impressions and will soon remember you and your products.

What does this look like? It takes some analysis like that done in an intensive Two-Day Critical Analysis and Strategic Planning Consultation, and some understanding of your company, products, and market to show the business development and marketing activities that best fit your company, but a good diversification might resemble:

1. A good website with fully implemented Search Engine Optimization (SEO).

2. Regular press releases, articles, and other public relations.

3. A proactive email campaign

4. A proactive phone campaign

5. Online targeted advertising

6. Hard copy advertising

7. Show attendance

This is a sample list and not all the activities listed apply to all companies, but you get the idea. A Multi-Faceted, diverse group of activities maximizes the opportunity for you to reach your potential customer multiple times, overcoming the first ‘No’ reaction. It provides the customer multiple impressions allowing them to build a memory of your company and product. And, it allows the time to build a relationship with them, before you ever meet them.

Developing new business isn’t easy, but by following a few basic principles, you can maximize your return on investment on every one of your business development and marketing activities. Beginning with Multi-Faceted Marketing is a good start.

Good luck and good marketing.

Business Development Ideas For Small IT Business

Information technology is not meant for small business. This is the biggest misperception hovering around the IT stream. Instead, information technology is one domain that has many opportunities for all. IT not only offers you a wide variety of jobs to opt from, but is also a small business destination. The workloads are tremendous, and you should try venturing into this steam only if you are willing to work continuous sleepless nights. Getting work is not difficult, but delivering within the restricted time frames and still maintaining the output quality is what takes the toll. Another important characteristic of this business is the multi requirement. You alone with a specific skill set might not be able to satisfy all requirements, but a perfect team with a coalition of different specializations is necessary to expand. So, before advertising or planning for mass business development, ensure that you have the right personnel associated with you. Recruitment agencies could be handy or you can refer to your own educational institute’s student list for such reference names and contacts.

To grow your small business, it is important to make the target segment aware of your presence. This can be best done by procuring a few speaking slots in important conferences and sessions related to your field. You can also advertise in a few selected journals and directories in your domain; however, be cautious of your budget. Do not overspend unless you’ve roped in a few fixed clients.

Develop a website and use other online strategies such as search engine optimization to boost your presence. This suits your stream; your target customers are well educated and can be easily reached through the World Wide Web.

Another important way to get your break is by getting associated with professional consultants or AMCs (annual maintenance contractors). These people are generally looked to for technical advice. They can certainly refer you to their clients for a small mark-up fee. Another network where you need an entry to be among the chosen IT service providers is the company’s purchasing department. Look for informal referrals in this group and couple it with your professional networking. Send them your brochures and provide as many dummy runs through the offerings as possible. If they are impressed, half of the job is done.

Business development in the IT domain is not very difficult, especially if you can offer the right portfolio. So, emphasize as much as possible on your product and follow the mentioned guidelines to create the desired impact. Choose the path that is subtler, as immediate steps in this direction could mean enormous spending that might not be viable at initial stages.