Tips to Keep Your Business Development Efforts Going During Busy Season
Business development is imperative if you want your firm to grow. With busy season upon us, it is easy to put your business development efforts on hold. It doesn’t have to be that way. Here are 5 ways you can keep your efforts rolling (and close new business) during busy season.
1. Revisit Your Goals and Marketing Plan.
If your firm doesn’t have a written marketing plan, start there. If you do, begin by revisiting your goals. Look at the goals of the firm and your individual (departmental, niche, service line) goals that support the firmwide goals. Write your goals down and keep them where you can see them every day. Doing so will help keep you focused and make it easier to prioritize.
2. Hyper Focus.
The next step is to analyze the current leads and opportunities. Segment the list into three buckets: short-term, mid-term and long-term. Short-term opportunities should be those you feel confident will close within the next 90 days. Mid-term should be those likely to close in less than a year. Long-term opportunities are ones that need additional nurturing. Focus on the short-term opportunities. Short-term opportunities are most likely those you have been nurturing, have had multiple conversations, and have had detailed conversations about specific needs. Compare the short-term opportunities list to your goals. Concentrate on the high-value opportunities and those ready to close.
3. Develop Buyer Personas.
Buyer Personas are similar to bios. They describe your prospects and help you understand their perspective.
- Who are they?
- What motivates them?
- What are their concerns?
- How can you add value?
We continue to see professionals talk more about their services than about the prospect’s needs. Buyer personas are a useful tool to keep the focus on them, not you. Use them to identify and implement the messages and actions that will have the greatest influence on your prospects.
4. Automate and Leverage.
When time is limited, it is more imperative than ever to leverage others on your team. Meet with your marketing and other team members. Review your lists of prospects and compare. Are there any overlaps? Does anyone think that a mid- or long-term prospect on your list should be a short-term prospect on their list? Work with the resources you have to develop ways to maintain “top of mind” awareness without lots of one-on-one time. For example, blogs, enewsletters, articles, eblasts, webinars, and podcasts are great ways to maintain contact without putting additional demands on your time. Marketing should implement targeted drip campaigns to stay in touch with mid- and long-term prospects.
The most important tip to maintain business development efforts during busy season is to commit. Block time on your calendar to focus on business development efforts. Come to work 30 minutes early one day per week to make calls and send emails to short-term prospects. Start small by setting activities that you know you can accomplish. For example, today I will call one prospect and send one email. The trick is to make that time as important as your MOST important client. No exceptions. No excuses.
Have questions or need support to keep your business development efforts on track? Click here to set up a time to talk.
Posted on Tue, January 30, 2018
by Christine Hollinden