Creating Demand for Your Services: The Myth

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Welcome to the first video in an eight-part series that’s going to tell you everything that you need to know to create more demand with your clients. We’re going to teach you the behavioral science, the neuroscience, and the psychology behind every step that you need to create a fantastic buying experience for your clients.

We’re going to be the opposite of “selling.” Instead, we’re going to teach you the way to focus on business development in the right ways so that you feel good about it and your clients love it. If executed correctly, your clients are going to want to run to you to get your help.

Here are some of the things that you’re going to learn:

  • How to ask great questions so that your clients are engaged and excited about telling you what’s going on.
  • How to create curiosity so that you can start to shine the light on the ways that you could be helpful to them that align with the issues that they are facing.
  • How to “Build Everything Together” with the client to determine the ways that you’re going to solve their issues. By doing this, you’ll be able to understand the client’s goals, design the process, and involve the right people. You’ll also be able to develop the pricing so that you can talk about money in the ways that your clients are excited about as you move forward.
  • How to gain final approval, which sometimes is the hardest part.

In this series, we’ll touch upon all of the major things that you need to do to maneuver yourself through this process while guiding your clients along the way to ensure that everybody’s excited each step of the way. You’ll learn how to make little, incremental progress all the time so that you always have a high rate of success with each step.

The biggest myth in business development is that it is a skill that cannot be learned by people. People believe that Rainmakers in their company have some kind of innate talent for business development – and that other folks can’t learn how to do BD with the same results. That is completely wrong. We’ve trained over 10,000 people and found that individuals can learn business development techniques, just like they learned their craft. The problem tends to be that they just haven’t spent nearly enough time developing the skills and expertise necessary for success.

One of our facilitators was leading a group of senior litigators at a very prestigious law firm. She asked them, “How much time have you spent learning your craft, becoming great at what you do?” Somebody blurted out, “50,000 hours.” He did quick math in front of the group and said, “Hey, I’ve worked about 3,000 hours a year. I’ve been here 15, 16 years. You add law school, and all of a sudden you get to 50,000.” Then she asked, “How much time have you spent learning and trying to become great at business development?” The same guy blurted out, “Seven hours, and that includes five hours today.” Everybody laughed, but at the same time the group made a key realization: he had spent 50,000 hours being great at his craft and only 7 hours becoming great at what he’s on the hook for now.

Many people think that others are only great at business development if they have the right genes. In our experience, the reason for this misconception is that the factors that lead to success are largely invisible to bystanders.

Let’s say Sue is great at business development. People assume, “Oh, Sue’s great at that. I could never do that.” What they don’t see is the voicemail Sue leaves her client at 10:00 at night while she’s driving home from the airport, checking in on how they’re doing. They don’t see the time that Sue spends late on a Friday night or early on a Saturday morning planning out her next week and figuring out what should she do around business development. They don’t see the 23 books she read on every single aspect of business development. All of those things are invisible, which is why people reach the conclusion that, “Oh, Sue’s just great at it. I could never do what Sue did.” That is wrong. You can be great at business development. You just have to invest the time.

What you’re going to learn in this video series is how to do things the right way. You’ll learn the way to design a fantastic buying experience that your clients are going to love. It will be attractive and magnetic. What’s more – you’ll feel great about it, because you’re being helpful and you’re not “selling.”

In the next video, we’re going to cover what NOT to do in the business development process. We’re going to teach you the things to avoid so that you can focus on the right things to do.