It is an unfortunate untruth that if you do business development activity at say 80% quality you can expect 80% of the result you are chasing. You often don’t get that. You often get nothing.
To achieve a return on your investment in time and money you need to be near perfect in your delivery. I have compiled a list of six of the most common shortcomings experienced by professionals which you should endeavour to avoid.
1. Seminars. You need to have enough hosts to ensure all guests get some quality time and ‘feel’ important. Discuss in advance who will speak to who and follow up with each guest. What will the next touch point be?
2. Public speaking. How will you attract the email addresses of the attendees? Ask the organiser for the list or make a special offer that requires the audience to give you their business cards to win. An example might be a free, one hour discovery session.
3. Article writing. How many times do you visit a website to read the latest news? Like never. So, you need to notify your intended audience that the article is available. Usually by regular email updates. No point putting up articles and not telling your target audience that they are there.
4. Trade Journals. If you are writing for a trade journal, be sure to be found where your target clients are looking. If you are a lawyer there is little benefit being featured in Lawyers Weekly which is read by other lawyers. You need to write for Accountants weekly or Dentists Weekly or wherever your ideal clients get information from. This is why if you have no ideal client profile, you find yourself in a world of hurt.
5. Newsletters. Too many are focused on internal events such as partner promotions and Sally in accounts has a five-year anniversary so we bought her a cake! I am joking but you all know what I am referring to. Communications should be thought provoking and finish with a call to action if you want the reader to take a specific action. Share some of your intellectual property for free.
6. Networking. Again, if you do not have a specific target audience, where should you go? Networking at generic events can be time consuming and soul destroying. If you are tired of attending events with poor prospects, hold your own event. They are always the best as you get to invite the guests you want. Even better if you co-host with a joint venture partner who shares your target market. Be sure to get some networking training as you don’t want your team just to talk to themselves throughout the event.
A far from exhaustive list, yet these are all common challenges raised by clients on an ongoing basis. Relatively easy to improve at no cost. If you need some guidance, do get in touch. Over to you!