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Page 1: Business Development Tactics to Create Your Competitive Advantage.

Business Development TacticsBusiness Development Tacticsto Create Your to Create Your

Competitive AdvantageCompetitive Advantage

Page 2: Business Development Tactics to Create Your Competitive Advantage.

Session ObjectivesSession Objectives

• Review a Business Development Framework that works• Share the Top 10 Business Development Tactics for:

Developing your network, your contacts, your niche – regionally and nationally

Building out a network of contacts from the ground up Creating processes to ensure follow up

• Provide Sample Tools for Post-Session Implementation

Copyright © 2010 Akina Corporation Confidential

Page 3: Business Development Tactics to Create Your Competitive Advantage.

The FrameworkThe Framework

Akina’s Revenue Acceleration Framework™ outlines the key areas to execute successful business development

• Getting in the Door

• Phases 1 – 3

• Closing the Deal

• Phases 4 – 5

• Growing the Base & Cross-Selling

• Phase 6

Copyright © 2010 Akina Corporation Confidential

Page 4: Business Development Tactics to Create Your Competitive Advantage.

DNA of a Sales CycleDNA of a Sales Cycle

TargetTarget Relationship Relationship BuildingBuilding

TransitionTransition Sales Sales ExecutionExecution

Closing the Closing the DealDeal

Identify contact within your target market and find the “in” that establishes affinity or interest in having a relationship

Build and nurture the relationship with authenticity and provide solutions to problems that should be solved

Be aware of any triggering event that happens and aids in identifying a legitimate need, problem, opportunity, etc. for which your business has a solution

Execute a sales process that may include introductions, content, pitches, solution planning and proposals

Close business when you satisfy the 6 Qualifiers:

• Problem

• Solution

• Urgency

• Access

• Expectations

• Budget

Target Market Analysis

Contacts and Prioritization

Messaging – Quick Pitch, What’s New?

Creating Conversations

Invitations

Content

Contacts

Staying in Touch

Authentic Reasons

Discovery Questions

Definitive Next Steps

Prep Template

Meeting Recap

Pursuit Drill

Client Plan

Time

Tools

Stage

Copyright © 2010 Akina Corporation Confidential

Page 5: Business Development Tactics to Create Your Competitive Advantage.

Underlying PrinciplesUnderlying Principles

• Sales is the natural outcome of an authentic relationship

• Sales is providing solutions to problems that should be solved

• Success will be determined more by HOW you execute and less about WHAT you do tactically

Copyright © 2010 Akina Corporation Confidential

Page 6: Business Development Tactics to Create Your Competitive Advantage.

Top 10 Top 10 Business Development TacticsBusiness Development Tactics

1. Be Clear about your Top 20 Target Contacts and ABC’s – Prospects, Connectors, Alliances

2. Have an Authentic Reason to Connect with the 3 IN’s

3. Deliver Memorable Messaging for your Value Proposition - Quick Pitch & What’s New?

4. Exercise the Platinum Rule with Discovery Questions

5. Always Set a Definitive Next Step (DNS) with Time-Boxed Follow-up

6. Have a competency in Prep/Plan/Strategy and utilize a Marketing Roadmap to be intentional/purposeful in sales efforts

7. Remember that ‘Working a Room’ is as easy as the 2-Second Rule, Law of 1’s and 3’s, Standing in a Long Drink Line and Managing Time within 3-10-15 guidelines

8. Exercise Campaign Thinking to get 3:1 Leverage – Associations, Events, Writing, Speaking, Sponsoring, Geography/Travel

9. Line Up your 6 Silver Bullets for Pursuit & Closing – Problem, Solution, Urgency, Access, Expectations, Budget

10. Deliver in the Red ZoneCopyright © 2010 Akina Corporation Confidential

Page 7: Business Development Tactics to Create Your Competitive Advantage.

Sample AkinaSample AkinaToolsTools

Page 8: Business Development Tactics to Create Your Competitive Advantage.

Top 20 Contact ListTop 20 Contact List

NameName Company/ Company/ FirmFirm

P, C, AP, C, A A ,B, CA ,B, C Last Last DateDate

Next Next DateDate

NotesNotes

Copyright © 2010 Akina Corporation Confidential

Page 9: Business Development Tactics to Create Your Competitive Advantage.

Value Proposition/Offering MapValue Proposition/Offering Map• Why you/your firm?

• What makes you different?

• What do clients say they value?

• What are your compelling attributes

• What problems do you solve for whom?

Target MarketTarget Market Value Proposition/ OfferingsValue Proposition/ Offerings

Copyright © 2010 Akina Corporation Confidential

Page 10: Business Development Tactics to Create Your Competitive Advantage.

Quick Pitch (What Do You Do?)Quick Pitch (What Do You Do?)

What Problems I Solve for Whom

How I Do ItWhy It’s CompellingGood Fit SituationsWhat Clients Say About Me

Copyright © 2010 Akina Corporation Confidential

Page 11: Business Development Tactics to Create Your Competitive Advantage.

““What’s New? Messaging™”What’s New? Messaging™”

““What’s New?”What’s New?”

News • Firm Updates

• Innovations

• Personal News

Recent Wins • Client Wins

• Project Wins

Current Work Projects

• Interesting projects

• How you are spending your time

What’s Best about the Firm

• Culture

• How this Firm differs from others

Looking Forward • What’s on the horizon

• What excites you about the future

Copyright © 2010 Akina Corporation Confidential

Page 12: Business Development Tactics to Create Your Competitive Advantage.

Akina Marketing RoadmapAkina Marketing Roadmap

Prospects/Connectors Prospects/Connectors Alliance/Team Marketing Alliance/Team Marketing

Events/Associations Events/Associations Campaigns Campaigns

Copyright © 2010 Akina Corporation Confidential

Page 13: Business Development Tactics to Create Your Competitive Advantage.

Deborah Knupp, PartnerDeborah Knupp, PartnerAkina CorporationAkina Corporation

[email protected]


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