Great Marketing Events Are Catalysts To Business Development Conversations

FireworksThe event you just hosted, sponsored or participated in represents a good beginning. Introductions. Conversations. A chance to build a bridge or two…or shore one up.

This is what the event driven activities in your business development and marketing plan are about. Connections. Face time. One piece in a strategic plan of action.

If you’re doing your fair share of this kind of activity (throw in meals and happy hours), but not seeing the business development needle move in the right direction, you may be relying on the event itself to accomplish too much for you.

What you do after the party is over will, in large part, determine the return on your investment. If your plan doesn’t include meaningful follow up, you’re leaving opportunities on the table.

Sure, once in a while you might be part of an event that differentiates you from your competitors. But let’s face it: the object of your business development and marketing efforts will attend another five-star dinner next week. Another concert, ballgame or field trip with a competitor is likely already on the calendar.

Go silent for six months at the risk of missing opportunities.

A Bridge To On-Going Dialogue

Follow up differentiates. Partially because so few pay much attention to it. The right kind of follow up determines whether the big dinner, ballgame, seminar or field trip will actually lead to work, or was just another in a string of one-offs.

Your events should serve as a bridge to on-going dialogue with your best clients and targets.

To that end, here are four thoughts on how to create events that are catalysts to better business development conversations:

  1. Give your follow up a personal touch. An email is better than nothing, but move up the hierarchy of personal as much as circumstances and schedules allow. All other things being equal, a phone call is preferable to an email. And hand written notes (almost a thing of the past) differentiate instantly.
  2. Make it timely. While there is no cookie-cutter for timing, there are two principles to keep in mind. First, don’t let too much time pass. You’re working on a relationship; and relationships need attention. Second, think in terms of a communication process, not a single occurrence. Start by planning quarterly touches with your primary targets.
  3. Deliver value. A serious business development plan incorporates multiple ways to deliver real value to a target. In most cases this will include a combination of personal and professional value — and might range from an anniversary card, to an introduction to a valued connector, to a complimentary workshop on your target’s business driver.
  4. Ask strategic questions. While you likely won’t be asking for work each time you connect with your target, you should always be asking strategic questions. A couple of examples? What will determine your personal professional success over the next 12 to 24 months? And, what can I do to assist? And, of course, when it is time to ask for the work, don’t hesitate. If you need a bridge to this question, try what can I do to make it easy for you to put me to work on your issue?

Events are great tools. View them as catalysts (and plan appropriately), and your marketing events can have a long tail — and lead to actual business development.

4 Keys To A Better Business Development Pitch

So far this week I’ve taken nine — count ‘em — nine sales calls at my desk. And those are just the ones that have gotten through. You get them, too, I know.

Almost every one greeted me as though we were long-time friends: “Eric! How’s it going today?” It feels like an attempt to make me wonder whether a long lost friend might be on the other end of the call…a ploy to engage.

Sure…sounding friendly is preferable to the alternative. But the moment is ruined when it becomes apparent that not a single one of my would-be business partners had little more than surface knowledge of our firm.

What each did have was a strong suspicion that I might manage a budget. This was all it took to qualify me as a target. None had any real idea about our business.

The truth is I’m an easy audience in many situations. Maybe because there’s something in me (and most marketers?) that wants to give any pitch enough room to breathe; that admires tenacity; that feels compelled to participate. Plus, everyone that calls has a job, and is working hard to do it.

So I’m predisposed to listen. But I was not a good target for any of these sales calls. The callers were wasting my time; and, to the degree that I let it go on, I was wasting theirs.

The Bridge To A Productive Pitch

It is easy to sit back and take pot-shots. The fact is I know I’ve slipped into my own version of a similar approach when it’s come time to sell an idea or initiative.

So the productive question is what are the keys to a business development, sales, or marketing conversation that resonates as authentic, connects with good targets, and actually grows a practice?

Here are 4 ideas.

1. Forget the numbers game. If you’re just working a list, dialing up the next prospect, you’d better be pushing a commodity everyone wants, have a strong price-play, and have the time and resources to work long enough for the numbers to shift in your favor. On the other hand, do the roll-up-your-sleeves work necessary to identify legitimate and strategic targets, and you’ve changed the game.

2. Make it all about the Target. Unless you’re selling that commodity we spoke of in #1, opportunities to communicate with your targets are about listening — even between the lines, and learning about the base-line business drivers. Practice intentional listening and your target will let you know what’s important to them.

3. Enough talk — deliver some value. Most targets have heard the best sales pitches around. They’ve seen the PowerPoint, watched the video or done the lunch, and gone to the mega-events dozens of times. Know enough about your target to deliver value around something of importance to them, and you’ll have their attention.

4. Build a bridge to the next conversation. A strong bridge is the byproduct of delivering value. And one of the goals of every encounter you have with a target should be to bridge to the next conversation. Even after a deal is closed. An ongoing dialogue is the stuff of clients-for-life.

We all know sales folks that do it right. They do smart targeting, listen, probe in order to learn, and genuinely care about the success of their clients. 

Then there are my callers thus far this week. Smooth pitches, sophisticated collateral and a good phone voice don’t cut  it. And it isn’t because their products or services aren’t good. It’s because they didn’t target smart, and their pitch is a one-size-solution to any marketing or business development need. They might as well be using tin cans and a string.

Targeted Business Development, Or Pursuit Of The Broad Side Of An Empty Barn?

Where business development efforts are consistently slow-going, there’s a good chance the issue is related to smart targeting. Specifically…the lack thereof.

Here’s a quick exercise. Pull out a business development plan (it’s likely stashed in that lowest drawer), and comb through it for two things:

  • the names of individuals that are the subject of the action items in the plan — company names and industries don’t count;
  • action items specifically related to getting you face-to-face with a hiring authority.

If you’re light on the first, and/or there’s a lot of activity that doesn’t map to a decision maker, we may have identified the problem: your plan isn’t target-driven.

A business development initiative can definitely use killer events, award-winning advertising/marketing campaigns, and those sexy high-visibility opportunities. But if the goal is to build a professional services practice, an effective plan of action focuses on specific individuals — those able to:

  • make hiring / purchasing decisions;
  • connect you to the individual able to make the hire, via a referral or recommendation;
  • provide you with business intelligence and / or “coach” you on how to reach the key individual(s).

If it eminates from smart targeting, each activity in your plan can be helpful, provided the arithmetic works. But successfully building a practice begins and ends with the nuts-and-bolts-work of strategic pursuits — action items calculated to put you face-to-face with the individual or team empowered to hire you or your firm.

Want to quit spinning your wheels, and develop some business? Create a plan with action items that are born of smart targeting.

You know all of those questions about where to go and what to do? Should we advertise here? Should we sponsor this? Do I write, or speak, or call, or stand on the corner with a sandwich board? Smart targeting provides a frame of reference for all of those questions — all of your activities and investments.

It results in a plan that you are much more likely to follow through

It informs content development.

It results in a plan that you are much more likely to follow through on! And it provides a way to keep score — to evaluate progress and measure the return on your investment.

This isn’t to suggest that it is easy. But, assuming your work stands up in the marketplace, the formula for success is relatively simple. It begins with thoughtful and strategic targeting.

Business development plans not rooted in the discipline of targeting are likely frustrating and costly exercises. If you’re wondering about your investment, continually seeming to start from scratch, and tempted by the latest silver-bullet, you may be engaged in the costly pursuit of the broad side of a barn — one that may not be home to a single viable target for your service.

On the other hand, spend a season in serious pursuit of a strategic target. It will revolutionize your business development efforts.

Too Busy Being Fabulous…And Other Roadblocks To Conversations That Matter

An Atheist, A Christian and a Buddhist Walk Into A Bar. . .

The title of the blog post by Andy Braner appeared in my Facebook news feed, and made me dive deeper for the punchline. But, as you’ll see if you’re inclined to do the same, it wasn’t a joke at all. It was the story of a better, albeit unlikely conversation.

You pick the venue — home, school, work, play, sex, religion or rock & roll — what might happen if we had more actual conversations — as opposed to talking at each other…protecting turf, pressing an agenda…pushing for a win? That is what Andy’s story is about.

And it made me think.

What if when we entered the room, we weren’t positioning…strutting our stuff?

I was seated at what I thought would be a quiet table in the corner of a neighborhood spot. While it turned out to be anything but quiet, it was the best seat in the house for off-the-marquis entertainment. A big-voiced guy decided to hold court with everyone within earshot. As a few who knew him approached with a greeting (for reasons I can’t imagine), they became unwitting participants in his performance.

Your day? Oh..I can top your day. Your car? Mine is bigger, better, faster. Your college football team? Can’t really stay on the field with mine (score of the game notwithstanding). The speeding ticket you got? You should have my hook-up — I never get a ticket. And on. And on. And on.

This guy talked constantly. Keeping up with his banter became a game. What would he one-up next? By virtue of decibel level alone, he dominated the room. But little was said. There was no conversation. And judging by how quickly most sought to extricate themselves from his presence, there was no connection.

It was easy to be irritated. But I have to admit that I found myself wondering whether, when it comes to real connection, there is much difference between what I’d just heard, and far too many of the communication opportunities in my life.

“Busy Being Fabulous”

If you’re an Eagles fan you likely recognize this as the title of a track on Long Road Out of Eden. And the song is a poetic description of the problem — not only of the guy in the restaurant, but the reason so many attempts at communication and interactions go nowhere.

I know from personal experience — when I’m preoccupied with being heard, I’m likely too busy to engage in conversation.

Conversations begin in the silence of intentional listening. This is that rare air where the agenda is connecting. Not evangelizing. Not posturing.

It makes little difference whether we’re talking about the marketing message of a brand, the boardroom examination of a strategy, a cause or deeply held belief, or the evening-around-the-table discussions about how the day went — real communication (and progress) will be in proportion to the quality of the conversations taking place. Not the eloquence of the message.

Better conversations begin when egos are checked at the door, posturing and positioning abandoned in favor of finding common ground, and progress measured in terms of bridges built.

We’ve all witnessed, or (he said with embarrassment) even been the loud guy in the restaurant. But if we buy the idea that relationship trumps everything – and I do — some attention to what it takes to have better conversations seems worthy of exploration. So here’s one idea on where we might begin. I’d love to hear your thoughts.

Whatever the venue, subject matter or vocabulary, at least part of what it takes to instigate better conversation is a willingness to be intentionally quiet . . . and listen.

The Blurry Line Between Marketing and Business Development (And Does The Label Really Matter)?

Let’s talk about the blurry line between marketing and business development.

I’m not one of those terribly concerned with what we call it. Preoccupation with either the use or elimination of specific labels is often (it seems) more an attempt to dictate language in the interest of controlling a conversation than it is about connecting.

My real interest as a marketing/BD leader lies in finding common ground and building trust with the professionals I aim to assist in more effectively penetrating the market.

So, the fact that, particularly in the legal space, terms like marketing, business development, and client service are often used somewhat interchangeably no longer troubles me much. Do they represent somewhat unique functions? Given my frame of reference, yes. But I’m not at all sure that fact warrants much time.

While inside our teams we need to understand functional differences, I believe a case can be made that the silos created by many of the labels we want to affix hinder progress more than they create clarity of purpose or efficiencies.

Call it what you will, it seems to me that the role of professional service marketers is two fold:

  • To facilitate (at times orchestrate) an actual marketplace connection between the subject matter experts with whom we work, and those in a position to hire them; and,
  • To protect the integrity and enhance the strategic visibility of the firm’s (or individual’s) brand — in the most comprehensive sense of the word.

The methodology by which an individual or team accomplishes these two broad tasks can vary substantially. The size of the firm, number of practice areas or groups, size of the support team, budget allocations — all of these will impact how a marketing team is structured.

But in any case, marketing is not about advertising campaigns. Or great logo design. Or memorable tag lines, events and elevator speeches. Nor is business development about a CRM system, so-called Big Data, research tools, and B-School worthy plans.

All can be valued assets, to be sure. But few will get the job done in isolation.

What Matters? What Makes A Difference? And What Do We Call It?

As we think, rethink and plan for the months ahead, what do you say to some brainstorming around the real keys to successful Marketing efforts?

Here are three bits of fodder to get the conversation rolling.

  • Begin with a strategic approach to Marketing and Business Development that is aligned with the objectives of your firm (basic, I know…but we’ve all seen approaches that instigate more of a tug-of-war than effective go-to-market plans);
  • A solid marketing/BD foundation is scalable — adaptable to the tools and resources at hand;
  • Success begins with smart targeting. This is roll-up-your-sleeves work, We muse about it often in these postings, and without it, even robust and well-funded programs can come up short. Smart targeting gives shape to how we effectively approach the whole ball of wax — what communication should say, what channels and tools to utilize, and how to package and present a pitch that actually connects.

Most of us drift from one side to the other of that blurry line, depending on the day. Those in larger organizations with the resources to do so, may be able to build out discrete functions. But I’m guessing few of us can afford to go long tending to only part of the equation.

So call me a Business Development guy…or a marketer…or just a guy that helps. Titles and labels notwithstanding, the most successful individuals I know in this business find innovative ways to facilitate connections between the marketplace and the professionals with whom we work.

The work of the (very) few who figure this out will ultimately be called professional. And the individuals themselves, trusted advisors.

Slowing Your Roll Is Good For Your Soul

For many, this season precipitates slowing down…at least sporadically. A good thing, since the blur brought on by frenetic pursuit tends to distort perspective.

Slow down enough, and the things that matter most are pretty easy to focus on — family…true friendshippeace (and quiet)…joy.

If we slow enough we might even see the new year as representative of a fresh start. We  might (once again) resolve to improve — maybe even fix some things that too easily interrupt where we invest the moments of each day.

One such personal resolution is to be more mindful of the relationships that make me rich in the only real sense of the word. And to express appropriate appreciation — more regularly, if not more eloquently.

And so I begin here.

  • Thanks to friends. In 2014 you reminded me that relationships are the only things on which you can depend — the only things that last. As always, you gave, expecting nothing in return. You listened, encouraged, and counseled. You are great examples.
  • Thanks to my family — the most important relationships in my life. You make me whole.
  • And thanks to those of you who share in the musings posted here. Your thoughtful comments — online, and otherwise — encourage, instruct and shape an on-going dialogue…personally and professionally.

Thanks to your participation, we’ll do it all again in 2015 — for the thirteenth year! (Someone in this conversation is getting older.)

May your reflections and resolutions in this season be a prelude to a year — rich with the joy of all that matters most.

Two Steps To Better Business Development and Marketing in 2015

It is our annual ritual.

Marketing and business development professionals hunker down to create fresh plans that will make the best use of resources, resonate with management, and somehow penetrate the market more effectively.

We did it last year, and the year before that. And most of us will do it all again twelve months hence.

It should be the theme of a seasonal song.

Come and gather ’round all of the spreadsheets…
All the graphics and PowerPoint decks.
And as we sit by the fire, let’s revise and conspire…
To chart the course that will drive revenue higher.

A few will win, of course. They’ll get recognition, maybe take home an award. Fewer still will actually move the needle.

Tis The Season For A Different Song

If you participate in our conversation here very often, you might be able to guess where I’m headed with this.

The key to a different — and better — conversation a year from now isn’t complicated. There is an approach that will scale to fit any budget, any size group or firm, and it will produce measurable results.

The key can be summarized in these two steps.

  • Begin with Smart Targeting. Often the reason our marketing efforts don’t seem to hit the mark is that all we’re aiming at is the broad side of a great opportunity. The market is vast, and good ideas are plentiful. But success begins with the identification of, and laser focus on a specific and strategic target.
  • Build on a foundation of Listening. Most of the time our efforts begin with a relentless focus on what we should say — what the communication campaign looks like. And we produce great creative work. But this is cart-before-the-horse thinking. For communication that connects and resonates in 2015, listen before you worry about what to say. Business intelligence, competitive research and an ear fine-tuned to the voice of the client will inform and shape the most effective message we can ever create. (This is what we call Intentional Listening.)

It is a simple process. Two steps: target smart; and listen first.

Simple…but not easy.

It is tough to stay focused on a target in the face of scores of seductive opportunities. And then, in our haste to connect, we often short circuit any intentional listening.

And we find ourselves singing the same song…year after year.

This season, if we can exercise discipline around these two simple steps, we might find ourselves humming a different tune when we take stock of 2015.

Want To Communicate And Market? 3 Keys To Language That Resonates

When it comes to the challenges of communicating — telling a story, marketing a practice, stating a case — old dogs often wear blinders. Exhibit A: Yours Truly.

A dear friend was talking about the prevalence of a practice she referred to as speaking in the language of a club. As she spoke, I was probably nodding in complete agreement, imagining I knew exactly what she was talking about.

Every group has one — a lingua franca — a set of words, terms, acronyms and phrases that, over time, morph into a cultural shorthand for everyone in-the-know.

There is an upside when it comes to connecting with “members of the club.” But the downside is that the language, including those aspects that are unique to the identity of the group, inevitably sneak into our everyday vocabulary.

As my friend continues, I’m still nodding in agreement. I have often climbed into the pulpit to announce the problems of a message that utilizes our language and is all about us – without respect to whether it builds a bridge or a barrier.

And then my friend (unintentionally, I’m sure) got personal.

She had moved from a discussion about business to speaking of those everyday conversations — the personal ones over coffee, in the break room or hallway, at lunch and networking events, during the kids’ softball games.

I was still nodding; but with less exuberance. The conversation was causing me to think about moments, even among friends, when the topics I choose and the language I use actually limit communication. Maybe even build barriers.

Now — finally — I was hearing what she was saying with different ears.

Multiple times every single day most of us have golden opportunities to build or strengthen the bridge that enables on-going conversation. This is the fabric of relationship we’re talking about — whether in business, or in a personal context.

Eliminate The Club–Speak

Getting the most out of opportunities to connect, not to mention deepening existing relationship, means eliminating the club-speak from our interactions. And here are three initial steps:

  • Remember that, in the ear of almost anyone with whom you wish to connect, the best conversations probably do not revolve around you;
  • Listen intentionally — to identify what your target cares about;
  • Whenever possible, use the language of your target instead of the language of your group — few things say “this is all about you” with more clarity.

With almost any target, there is no message that will resonates more.

But Now We’re Back To The Issue With Old Dogs

We rarely learn quickly, do we?

We are most inclined to talk about what we know and care about — what we do, and how we do it. We easily gravitate to our expertise. Our interests. Our causes. Our point of view.

Translation: we sound like every other dog on the block.

Far too often, when I have the opportunity to drive a conversation — albeit with the best of intentions — it is all about me, framed in the language of my own personal interests and concerns. As a result, countless opportunities to build a bridge have been lost.

On the other hand, when I consider the best connectors and communicators I know — whether in business or personal relationships — there is one commonality: their ability to connect is based on a relentless focus on what the target cares about.

If you see me, I’ll be trying to get the blinders off. And to my friend, thanks for the reminder.

Leadership, Communication and the Gift of Self-Awareness

Extraordinary leadership — the kind that inspires and motivates over the long haul — comes with an uncanny awareness of both circumstance and self.

Most of us have known that rare individual who always seems to say the right thing at the right time. We think of it as a gift — being able to connect in even the most challenging moments.

We are drawn to individuals possesing this rare gift — eager to listen. Willing to follow. Expecting to be inspired.

We’ve also all witnessed that guy who seems clueless — eager to have the floor; but, words notwithstanding, with little to contribute.

Yes…I’m looking in the mirror. My earliest such personal recollection is a both-feet-in-the-mouth-moment in 3rd grade. While “performing” in a class dramatic presentation, I forgot my line. I was so preoccupied with my moment in the spotlight — how important my line was and how great it was going to sound — that, not only did I forget the scripted line; I improvised with something highly inappropriate. (Don’t ask for details; suffice to say I remember the sense of humiliation.)

There have been countless instances not unlike that one in 3rd grade when I would have paid any price for a second chance at really connecting.

Almost any price. It turns out that in order to really connect, one must get over one’s self.

A preoccupation with being heard is the most telling sign of one who is unaware of the tenor of the moment.

The Key To Self-Awareness

It sounds counter-intuitive; but self-awareness begins with a tenacious focus on others. It is the sum of strategic silence and intentional listening.

Wherever self-awareness is in short supply, mark it down — there is little listening, a lot of noise (because everyone wants/needs to be heard), and almost no real connecting.

And now we get back to where this started.

Those that inspire us to listen are, themselves, tenacious listeners. To borrow words attributed to the thirteenth-century Saint Francis of Assisi, they do not seek so much to be understood, as to understand.

The byproduct of this brand of listening? An awareness that informs when one should speak, what should be offered, and how a message should be delivered in order to maximize communication.

One-off communiques can certainly connect. But leadership that inspires an individual, a team or a target audience to seek your message and hang on your words is borne of crystal clear self-awareness.

For Marketing Results, Don’t Let The Cart Get In Front Of The Horse

This is one of the great challenges of marketing — keeping the cart in its place.

After all, the cool stuff is in the cart — the engaging, interactive, attention-grabbing things that everyone talks about.

And then there is the fact that all of the things that should come first can be tedious, and for most, just aren’t that much fun. (On the other hand, everyone enjoys providing opinions on the colors in the logo, the font size on the website and the copy in an ad.)

So it’s understandable that we’re easily distracted by the visible, tangible elements.  But if marketing efforts are continually unwieldy, frequently derailed, and rarely take you where you intended, chances are good you’ve allowed the cart to come before the horse.

Putting First Things First

Successful marketing seldom begins with a focus on the high-profile elements of an executable plan. Start by focusing on the catchy tag lines, high-end production, and copy points, and — absent a fat budget and a time-frame flexible enough to cover short-term missteps — you’ll likely watch as your campaign goes nowhere.

In a crowded, noisy marketplace, how do you make a dent? How do you reach your audience if you don’t have an Apple-like budget?

Keep the horse squarely in front of the cart.

In practical terms, this means begin by knowing who your target is. Specifically. For professional service providers this means the name of an individual with hiring authority. Or, as noted below, an individual (or group) that is part of a relationship map leading to the hiring authority. In this context, an industry rarely qualifies as a target. Nor does a company. A target is the person vested with the authority to subscribe to your services.

With the target identified, it’s time to invest in listening. This is the market research piece of the process. A highly functioning listening platform will reveal what your target cares about most, and help you create a relationship map that leads to connection and conversation.

It isn’t sexy. Nobody hums the jingle. It isn’t the focus of black-tie award ceremonies, and doesn’t lead to hanging out with celebrity spokespersons.

But it is the key to marketing success.

Smart targeting takes time. It requires a strategic foundation. But if you’re not putting appropriate resources here, you’re essentially hoping the market targets you.

And listening is just plain difficult (if not downright intrusive to practice and processes you have in place) — especially when you have killer-products / services. The natural tendency is to skip the listening part, and jump right in with your elevator speech, talking points, or list of offerings.

But targeting and listening are where the journey is measured, and roadblocks and detours anticipated.

For every enterprise or professional service practice that wrestles to gain visibility, differentiate itself from the competition, and get the most from each resource invested in marketing, these two steps change the equation.

Invest in this less-than-glamorous roll-up-your-sleeves work, and all that stuff in the cart becomes much more relevant and effective — primarily because it will hit the target.

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