4
Introducing the business
development priorities
One of the questions that I am asked more than anything else when it
comes to business development is . . . where do we start? The truth is that
most businesses start at the wrong end. Many begin by throwing most of
their business development resources at various costly activities and initia-
tives, either online or ofine, to generate leads and enquiries. Indeed many
readers of this book will have bought it in the hope that it might stimulate
some great new ‘lead generation’ ideas. Well . . . the good news is that it
will, but the even better news is that there are other priorities to focus on
rst, which are usually easier, cheaper, more controllable and, here is the
best bit . . . if done properly, will produce instantly dramatic results and
higher prots for you. Interested?
Understanding these priorities – there are three of them – the business
development priorities, is your key to unlocking your ‘missing millions’.
Yes, I mean it quite literally, the majority of businesses are under-achieving
and actually losing business that they could win, simply because they are
not starting in the right place and not getting their priorities right.
So now we’ll look at the correct business development priorities for you,
which will provide the foundation for much of the rest of the book and
your future business development strategy, thinking and success.
You should focus your attention and resources on these three priorities in
the order they are mentioned. I will then explain a little more about each
of them so that you understand why this bit of business philosophy is
so important. As the book progresses I will also give you the techniques,
structures, tools and know how for each one of them.
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