a proactive approach is where many fall short.
by martin bissett
business development on a budget
have you noticed all of those titles in the local bookstore or at the airport offering us the “key” to this and the “key” to that, the “six keys” to one thing, and the “four keys” to another?
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it also seems that every book is a “game-changer” now, to the point where it is difficult to understand what the game is anymore, never mind how to play it.
when it comes to winning new work in professional services, we must first build a relationship. the game hasn’t changed at all in that respect.
i, too, offer you a “key,” but the key is worthless unless the key holder places it in the lock and turns it in the right direction. this key is a “game-changer” for anyone who doesn’t currently use it, but since you now know that i don’t like that term, i’ll use “consistently proven” instead.
understand selling in practice by knowing: it’s not having the key, it’s using the key daily that opens doors for you.
however, should you choose to use this key as directed, you will very quickly learn the secret, the master key to business development.
okay, you get the idea. so what is this key? well, it’s nothing new, nothing ground-breaking. it is simply the process of overcoming a condition long known as fti – failure to implement.
that is where we always go wrong with business development. it’s not a case of not doing any business development work. lots of firms go out there and market and then try and sell to their prospects. it’s not a lack of implementation, it’s a lack of correct implementation – the knowledge of what to do and how to implement it in the correct order and in the correct way.
most of us still rely on referrals coming in the door to building our practices. we augment this with a little bit of networking and a little bit of marketing, but a proactive push that is measured, monitored, and scientifically created is something that most of us don’t do.
so by overcoming the failure to correctly implement proactive preparation, you’ll beat the vast majority of firms you’ll ever come up against.