Communicating with Your Audience
How many emails, newsletters, phone calls, etc. end up in your inbox that you never have any intention of reading? Not even including the newsletters that you have signed up for, emails from people in your network, etc.? How much does your company contribute to the noise? How much unproductive time and energy are you spending trying to sort through all of the mess in order to be as effective as possible in running your company?
More than likely, your situation is not unique. As business leaders, we need to be committed to measuring how successful our communications are – because that is how people become aware of us in the marketplace – and what that return on investment is. If we are making investments and not receiving a return on it, we are simply wasting resources that could be committed to something else.
Capitalizing on managing your company’s business development activities
Growing any business requires an effective business development strategy. Your company will leverage this strategy to meet its financial and growth goals. While it seems that businesses should grow simply by hard work, predictable and sustainable growth requires a business development strategy to reach specific strategic goals.
If you aren’t using everything in your arsenal to help your market understand why you are uniquely able to help them accomplish their goals, you haven’t done your job. Trying to make a square peg fit into a round hole will leave you questioning why you aren’t getting the business that you feel you deserve, or working harder than you need to in order to get it.
Identifying, Attracting and Keeping Your Best Clients
Have you ever considered efficiency in customer and client acquisition? This might look like: your company closes one out of every 10 prospects, or out of every 20 calls, the company gets a meeting. What about your actual marketing? Are you marketing to everyone, or have you narrowed or segmented your marketing activities?
Many companies and non profit organizations find that they get the bulk of their revenue only 20% of their clients. This means that if you have 200 clients, most of revenue is coming from only 40 of them. If you have 5 clients, most of your revenue is coming from 1. If you have 500 donors, dollars over dimes that you are getting a bulk of your donations and contributions from 100 of your donors. In any case, determining who that ideal client is, attracting them and keeping them is what business leaders need to focus on in their business development activities.
How to get visible and get ahead in the marketplace
Many times when we think about Google, Microsoft, Intel, Wal-Mart, Apple and many other companies, we think about them as simply huge businesses and global brands. Have you ever stopped to think about where they came from, and how they got there?
Granted, each business has its own, unique, story. However, the common thread is that they started out as very small companies and worked their butts off to build something that changed the way the marketplace works. They didn’t start with tons of money, but were focused to build a product or prototype and take steps to continue to develop and grow their offerings and their business.