To many professional service providers, the concept of finding new clients and winning work is intimidating. Even the very term “business development (BD)” strikes terror in the hearts of some professionals. Among my coaching clients, the fear often comes from a mistaken assumption that to succeed in BD one has to be an aggressive salesperson. This couldn’t be less true. So put away your fake smile and your clammy handshake. These tips will have you feeling comfortable and improving your BD results in no time:
It’s a marathon, not a sprint: It may take multiple meetings and interactions via phone/email before you’re ready to propose your services or ask for work. Simply focus on advancing your relationship a little each time you interact. This takes the pressure off feeling like you have to land a big contract over lunch.
Meaningful conversations: Sharing meals with prospective clients can help bring in good work. But the most effective business developers always make lunch more than a chit chat over chicken Caesar. Know what you want to achieve and plan some questions that will help you bring the conversation in that direction when the time is right. For example:
What are you working on?
What does success look like for you/your business?
What gets in the way of achieving this success?
What kind of help do you need?
Talk less, listen more: In 2012, it’s no longer about the aggressive pitch. Instead, build a relationship and find common interests so you both win. Have your prepared questions and also let curiosity be your guide. When in front of the prospect, ask yourself what you’re most curious about and pose your questions from there. Your lunch date will find it refreshing.
Let your prospect guide you when to ask for the work: It’s great to have lunches, drinks and conversations. It is also great to actually win work! Each time you interact with a prospect, check in with them. “What is the logical next step? Have I earned the right to propose on this work? Can we start on this small project so we can solve this problem with you?”
For more on effective BD, check out Get Clients Now by C.J. Hayden. Hayden provides an excellent 28 day plan that will get you into action and bring results. And remember: It doesn’t have to be hard. It could even be fun!
If you are like many of the professional services firm partners I coach, you are under ever increasing pressure to bring new clients to the firm, to deepen relations with existing clients and to increase firm revenue. You likely excel in your professional domain and struggle with business development (BD). And even if you are good at it, you likely feel torn between logging billable hours and investing in BD.
A few years ago, I wrote a post on how I was defining my target market and my niche. To help me, I used a concept from Michael Port’s Book Yourself Solid. Port recommends having a “red velvet rope policy” to help keep out unwanted clients and bring in only ideal clients. Defining your ideal client and your red velvet rope policy is a necessary step in laying a solid marketing foundation for your BD success. And it’s really quite easy (and arguably fun!):
Describe your ideal client (be as detailed as possible):
Who have you loved serving in the past? What kind of company? What kind of file? What kind of people were you dealing with? What did you like about the work?
If you were bringing in only ideal clients (for your practice area or the firm in general), what characteristics would they need to possess in order for you to do your best work for them? Be selfish! Assume you will only work with the best of the best.
Describe your dud clients (again be as detailed as possible):
What kind of past clients have turned you off/ shut you down/ had behaviours or issues you couldn’t tolerate? What kind of clients/ files should not be getting past your “red velvet rope”?
Once you have a clear picture of your duds and your ideals, look at your current roster of clients and categorize them as ideals, duds or neutrals. Port challenges you to fire the duds to open you up to working with only ideal clients. In theory, I really like the notion. In practice, I believe most of my coaching clients would rather phase out the duds and target their BD efforts on bringing in ideal clients.
Well...your ideal clients are waiting. How about getting clear about who they are so you can find them?!
As a friend of Dress for Success Toronto I would like to invite you to support our first annual "Make a Difference" campaign.
Our organization provides disadvantaged women support on many fronts, including professional dressing services, career development support through mock interviews and our career centre, participation in our Professional Women's Group and mentorship programs. Providing these important services requires more than clothing contributions. Your donation can make a profound difference in a woman’s life.
$50 provides one woman access to our suiting services
$100 provides one woman access to our suiting services & job search support through our career centre
$200 provides one woman access to the whole suite of Dress for Success Toronto programs
$400 provides two women access to the whole suite of Dress for Success Toronto programs
$1000 provides five women access to the whole suite of Dress for Success Toronto programs
I am humbled daily by the amazing women I meet that have benefitted from Dress for Success. I’d like to provide you with a quote from one of our successful Dress for Success participants…
“A suit will last a year or two but it’s the lessons and support we receive that will last a lifetime and help us become successful in our lives and career. Dress for Success was a driving force in my career development. This is about more than just suits; Dress for Success was a part of my survival.”
Helping even one woman means families & the community benefit directly!
Click here to join us in our Make a Difference campaign and make a meaningful difference in a disadvantaged woman’s life this holiday season. Any donation amount is welcome.
Thanks & warmest regards of the season,
Sheila Debly-Magnus
Executive Director
Dress for Success Toronto
We are proud to announce that IMPACT coaching expertise and advice will be featured in a column called “The Coach’s Call” in CICA’s CareerVision newsletter (found on the CASource website). Our first article was published today: http://www.casource.com/memberGlobal/initViewArticleAction.do?id=107061.
I will only do an RFP if I really know the organization well and have a reasonable chance of success due to my relationships.
RFPs are a massive amount of work and are often not read by the senior decision makers.
Understanding the decision process is key. You need to know who is reviewing and deciding at each stage.
You have to work with all of your relationships as well as complete the paperwork or you will be wasting your time regardless of the quality of the submission.
RFPs are counter to idea generation. If you want ideas, you need to start with an openness. RFPs by their nature are exceptionally defined.
RFPs are slanted to big expensive consulting businesses who have teams dedicated to writing RFPs.
If you are small, like us, and you want to respond to an RFP, you need to be innovative and take risks. Be prepared to give them what you think they need not what they ask for.
I seem to be stuck on this concept lately. Maybe because I am getting older. Maybe because I own my own business and have flexibility to decide what I will work on and what I won't. Whatever the reason, I feel the need again to express how important purpose is -- in everything you do.
Purpose comes from within and it is unique to each and every one of us. Purpose is why you do what you do and it is what gives your life meaning. Purpose is doing work you love and getting better at it, helping people, seeing people develop or making a difference. Purpose is not "meeting plan".
As I work through As I work through a "mega" proposal to do a huge piece of work, I get unfocused, I get frustrated, I get refocused. I am tired.
Late yesterday, I somehow rediscovered my purpose. I had temporarily misplaced it as I waded through "mega" proposal to do a huge piece of work for a client. I was trying to figure out how to do what the client asked for. Then I realized, “I just can’t own this. It won’t work and I don’t want to do the work as defined.” After many iterations last night, my purpose allowed me to refocus. I rewrote the proposal, again, made the work much smaller and focused on what IMPACT is good at and what gives us life -- our purpose.
I do what I do because I really enjoy coaching, I am passionate about helping and I love being a little part of helping people be better. That is my purpose and IMPACT's core purpose.
After the rewrite, I wrote to our coaches, "I can now breathe..." I wrote that not because I was holding my breath but because the air had lifted off my shoulders and I felt refreshed.
If the client likes our proposal, it will save them significant money. More importantly, we have stayed true to our purpose and have not been swayed by trying to be everything to everyone in pursuit of the big payout. We all feel good about that.
And the work will be really fun which is the best test of purpose.
If you are like many of the professional services firm partners I coach, you are under ever increasing pressure to bring new clients to the firm, to deepen relations with existing clients and to increase firm revenue. You likely excel in your professional domain and struggle with business development (BD). And even if you are good at it, you likely feel torn between logging billable hours and investing in BD. 
