Contents
Acknowledgements
/
xiii
Introduction
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xv
1
The 21 commonsense business development truths
/
1
1. Focus on converting leads, not just on generating them
/
3
2. Exceed customer or client expectations
/
4
3. Speak to potential customers or clients . . . and speak to them
nicely
/
6
4. Be open for business
/
8
5. Don’t let your admin get in the way
/
9
6. There’s no job more important than helping customers or
clients part with their cash!
/
10
7. Don’t let technology get in the way
/
10
8. Quality and word-of-mouth count for everything
/
11
9. Actively strive for consistency
/
12
10. Recruitment is part of business development
/
12
11. Keep in touch with your existing and past customers and
clients
/
13
12. Master social online media
/
13
13. Test your ideas, concepts and prices
/
14
14. Plan, but keep things simple
/
15
15. Take complaints seriously
/
15
16. Make your customer or client environment appropriate
/
16
17. Train your people to spot opportunities
/
17
x Contents
18. Get out of your ofce or premises and mix and mingle
/
17
19. Find a niche and specialise
/
18
20. Model what works best
/
19
21. Be squeaky clean – you need to be trusted
/
19
2
Asking the right business questions: a toolkit for business
development
/
21
The ve impact questions
/
22
The 100 business development questions
/
24
3
The 20 business development pricing tools, truths and
techniques
/
31
1. Winning business is not the most important thing – being
protable is
/
32
2. Price is a communications issue, not a nancial or
accounting one
/
33
3. Focus on value and service and not just price
/
33
4. Bundle in and include as much as you can
/
35
5. Unbundle and charge things separately
/
36
6. Don’t fall into the price trap
/
37
7. Consider increasing your prices
/
37
8. Use division and comparison
/
38
9. Get others to justify your prices
/
39
10. Price with guarantees
/
39
11. Price for specialisation
/
40
12. Price for prole and experience
/
41
13. Price based on feedback and testing
/
42
14. Price for prestige
/
44
15. Price for know how
/
45
16. Price with the competition in mind
/
46
17. If you must have a loss leader, make it count!
/
46
18. Consider special deals, promotions, sales and discounts
/
47
Contents xi
19. Price for easy payment
/
48
20. Price with magic numbers
/
49
4
Introducing the business development priorities
/
51
Priority 1 – Convert leads, opportunities and enquiries into
protable business
/
52
Priority 2 – Develop more business from existing customers and
clients
/
55
Priority 3 – Externalise business development efforts to generate
new leads, opportunities and enquiries
/
57
5
Priority 1 – Convert leads, opportunities and enquiries into
protable business
/
59
The 10 commandments of converting leads and enquiries
/
62
The ve-step conversion process
/
71
General tips on handling leads and enquiries
/
76
6
Priority 2 – Develop more business from existing customers
and clients
/
79
Golden rule 1 – Know your customers and clients
/
80
Golden rule 2 – Keep your customers and clients happy
/
81
Golden rule 3 – Keep in touch with your customers and
clients
/
89
Golden rule 4 – Offer additional products and services
/
92
Golden rule 5 – Get customers and clients to recommend and
refer
/
95
7
Priority 3 – Externalise business development efforts to
generate new leads, opportunities and enquiries
/
99
The internet: the commonsense guide to developing your
business online
/
100
14 ways to develop your business through joint ventures and
collaboration
/
114
How to win in competitive situations
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118
Brand your way to business development success
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125
Direct targeting by telephone
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129
xii Contents
8
Personal performance business development skills
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135
Sales skills and tips
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136
Writing skills and tips
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140
Conversational networking skills and tips
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143
Presentation skills and tips
/
146
Negotiation skills and tips
/
150
Time management skills and tips
/
152
9
Pulling it all together . . . making it happen
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161
Beware of planning madness
/
162
Know what to do rst
/
162
Create some ‘have to’ targets
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162
Hit your targets by working backwards
/
163
Provide strong leadership and involve others
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164
Stop putting things off
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164
Conclusion
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167
Index
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169
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