Post on 26-Mar-2015
Business Development TacticsBusiness Development Tacticsto Create Your to Create Your
Competitive AdvantageCompetitive 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
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
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
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
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
Sample AkinaSample AkinaToolsTools
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
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
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
““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
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
Deborah Knupp, PartnerDeborah Knupp, PartnerAkina CorporationAkina Corporation
312-560-5940312-560-5940dknupp@akina.biz