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The 21 commonsense business development truths 19
20. Model what works best
Some time ago I had a substantial client who told me, unfortunately when it was too
late to help, how it had launched a television advertising campaign, marketing its ‘No
Win, No Fee’ personal injury legal service. The client had made a major point of telling
its producers to avoid what it regarded as the clichéd approach, showing people who
had been injured talking about how much compensation they had received. The very
‘arty’ and creative but meaningless TV ad was produced at great cost, with a number
of different versions, and then broadcast also at substantial cost.
The end result was that the client got only 20 enquiries from the campaign instead
of the 72,000 that another organisation, which used the clichéd approach, achieved.
While of course it is a virtue to be different and to stand out, it is neverthe-
less a commonsense business development truth to model what you know
actually works and then adapt it in terms of strategy, in your own unique
style, so that it looks and feels different.
If something has been consistently successful in the past, there is a reason
for it. Don’t ignore this.
21. Be squeaky clean – you need to be trusted
Some years ago, I was about to use someone for a particular business service. I had
discussed a fee with him, part of which was to be payable in advance. Then I got
his initial bill and an e-mail asking if I would mind if he manipulated the VAT element
of the payment, so that it would in effect make it better for him and supposedly no
worse for me.
I cancelled the job.
Always remember this. It is a basic business development truth that the
underlying component of any business transaction is ‘trust’. The moment
you indicate to an existing or potential customer that you are willing to
operate outside of standard ethical or legal requirements and norms, you
are putting any ‘trust’ they may have had in you at risk.
20 The Financial Times Guide to Business Development
‘Great things are done by a series of small things brought together.’
Vincent Van Gogh
IN SUMMARY
So to summarise then, here are the 21 commonsense business development truths
again . . .
1 Focus your efforts on turning your enquiries into business and not just on
generating leads.
2 Exceed customer/client expectations.
3 Speak to potential customers and clients . . . and speak to them nicely.
4 Be open for business when your customers or clients want to buy.
5 Don’t let your administrative process become more important than doing
business.
6 There’s no job more important than helping customers or clients part with their
cash!
7 Don’t let technology get in the way of doing business.
8 Quality and word of mouth count for everything.
9 Actively strive for consistency with your quality standards.
10 Recruitment is part of business development.
11 Keep in touch with your existing and past customers and clients.
12 Master social online media.
13 Test your ideas, concepts and prices.
14 Plan – but keep the planning process simple.
15 Take complaints seriously – trust your customers or clients . . . most of them will
be honest.
16 Make your customer or client environment acceptable and appropriate.
17 Train your people to spot obvious business opportunities.
18 Get out of your ofce or premises and mix and mingle.
19 Find a niche and specialise.
20 Model what works best.
21 Be squeaky clean – you need to be trusted in business
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