Creating Demand for Your Services: What Not To Do

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Welcome to the second video in our 8-part series about how to craft the perfect buying process for your clients. This segment is about what NOT to do in the business development process.

What does business development often look like when put into practice? Here’s a common scenario that we’ve found over the years:

Mr. Joe Salesman shows up and starts talking about himself before he really digs in and tries to figure out what’s going on with the client. He generally brings a really boring PowerPoint presentation. (By the way, everybody has the same one).

“Look, Mr. Buyer, here’s all the pillars for our business. We’re really great. Look at all the things we do. Oh, look at the next slide! It’s our logo slide. Look at the amazing clients that we work with. And next? Oh, here are some testimonials from people without their last names, so you’ll never be able to look it up. Jim G. in Wyoming says we’re great. And lastly, here’s three case studies we wrote just for you. Well, actually… there’s a typo at the top of the page. Sorry, it doesn’t have your client name on it. We must have missed that in our prep.”

Starting with yourself and having the same boring stuff everybody has is horrible. Don’t do it.

Many people try to do business development the wrong way. They focus on selling instead of creating a great buying process by:

  • Talking about themselves, instead of asking questions about the client.
  • Walking in with your collateral materials that are fancy from the marketing department and leading off the meeting by talking through them.
  • Doing anything that emphasizes yourself or your company first, instead about focusing on the client.

In our next segment, we’ll teach you how to craft perfectly articulated questions that show the depth of your knowledge in the industry as well as the quality of the research that you’ve done for this particular client meeting.

It’s going to engage, from a behavioral science and neuroscience perspective, the pleasure center of the brain. (I’ll explain that more later.) That way, the client is excited about talking to you and sharing their perspective about what’s happened and what the next steps should look like.