10 easy-wins to make new business, everyone’s business
First, a confession. I stole the title for this article. Well, the second half anyway.
Recently, I attended Winning Together, a virtual event for the cream of the business development community (and me) to share experiences, insights and tips.
The first panel discussion – where said title came from – had Camilla Harrison, Jason Foo and Sherilyn Shackell discussing the importance of instilling a new business culture across an agency (there’s more in this write up from Jody Osman).
I found myself nodding along. A lot. The skills required to deliver a successful new business and marketing strategy are wide-ranging. So much so, one person cannot possibly excel at them all. I’ve therefore always believed that new business should be a team effort.
That’s all very well. But it’s easier said than done. So, what are the practical things a business developer (BD) can do to create an ‘in it together’ mentality across the agency: where new business rests not on the shoulders of one, but the shoulders of many?
Building on the excellent insight shared by Camilla, Jason and Sherilyn, here are some (relatively) easy wins to do just that:
1) Position the role of BD in the right way
As BD, you are not THE solution to winning new business. You are part of the solution (albeit an especially important one). Ensure the team understand that whilst you play the lead role, without a supporting cast your efforts will be hampered.
From day one, new business should be positioned as a collaborative effort where everybody plays their part (see point 6).
2) Physically sit business development at the heart of the agency
This is one for next year. When returning to the office, take a look at where you are physically sat.
I’ve walked into agencies where the BD might as well have had leprosy; sat in a corner, on their own, far enough away not to infect others with their salesy curse.
The BD should be at the centre of things. Where you can hear the conversations between the team and with clients. Importantly, the team should be able to listen in on some of the conversations you are having with prospects.
If you want to educate them on what business development is all about, let them hear and feel it.
3) Communicate objectives and plans. And keep the team updated on progress
When it’s ready, present your new business and marketing plan to the team. Better still, involve them in creating it. I find it particularly useful to get their take on the agency’s strengths (and their individual capabilities), how much resource is available and any barriers they anticipate the agency facing in executing the plan.
And then once things are underway, keep the team updated. New business should be on the agenda of every company meeting, whether that’s the Monday morning huddle or the end of month review.
For example, Monday morning is a great opportunity to communicate where you need support in the week ahead. Nobody will appreciate being asked for ‘a few slides’ the night before a pitch. They will thank you for giving them four days’ notice.
4) Ask the team who they would love to work with
A well-positioned agency will know exactly who they are best placed to help. They’ll have an ‘ideal client profile’ that acts as the basis for building a prospect list and the framework by which opportunities are qualified.
Share this with the team. Ask them if they know of any brands they’d love to work with (fitting the profile, of course). They’ll get a kick out of knowing you are actively pursuing brands they have an affinity to.
And, you never know, someone might pipe up with a cheeky…’oh, my friend works there…’
Talking of which…
5) Encourage everyone to tap into their network
Business development is about relationships. But even a seasoned BD can only ever have so many.
If you’ve got a list of people you’d love to speak to, but you’ve got no relationship, maybe someone in the team has. By asking five, ten or twenty other people in the agency to look at your prospects on LinkedIn, the chances of finding a shared connection are multiplied.
You can’t put a value on an ‘in’ like this. It’s so much better than approaching a prospect cold. So, you might want to reward your helpful colleague. Nothing major; a bottle of something nice will show your appreciation.
6) Play to the team’s strengths and interests
Twenty years ago, sales involved a telephone and a Rolodex (thankfully, things have moved on).
Today, the number of tactics is endless. As are the skills required to execute those tactics. This means everyone in the agency can (and should) bring something to the party.
Whether it’s researching, planning, writing, speaking, organising, designing, networking, tweeting (and many other words ending with ‘ing’), explore how they’d like to contribute. Play to people’s strengths and interests. Put tactical goals in place. Focus on action. And make sure people have the time (around client work) to give it their undivided attention.
7) Even the simple act of reading can be invaluable
Every member of your team reads stuff. Or they should be. This is a great way for everyone to contribute to your prospecting efforts.
Using a tool, such as Pocket or Diigo, the team can tag and save the (relevant) content they are digesting into a central repository. Over time, you’ll build a bank of curated content that can be searched by subject, sector or discipline. The kind of value-add stuff you can be sharing with your prospects.
8) Educate and coach those around you
Do your team associate business development with a more traditional view of sales and selling, wincing at the very thought of it?
If so, educate them. Share insight, tips and resources on business development. Especially support those on the front line; account managers who have a responsibility for identifying up-sell / cross-sell opportunities.
The more people get new business, the better they’ll get at it.
9) Involve the team early(ish) and often in the pitch process
The pitch process should be a collaborative one between agency and prospect. But it should also be a collaborative process internally. Involve the team to interrogate, shape and respond to a brief. Don’t just wheel them in for the pitch. As much as anything else, this will help them understand how you decide which opportunities to pursue and which to pass up.
But protect people’s time. Qualify the prospect before you get the team involved. The more you waste peoples’ time on ‘opportunities’ you don’t end up winning, the more reluctant they will be to get involved again in the future.
10) Share feedback; good, bad and indifferent
Successes should be celebrated for what they are – a team effort – and losses commiserated likewise.
Win or lose, gather feedback and take time out to talk it through with the team. Acknowledge the effort and contribution made by everyone involved. Learn from every experience.
And when you don’t win (even though you are crying inside), stay positive. Drive the team forward. Today you may have lost. But tomorrow you go again.
Look, none of these things will change the game on their own. I’ve barely touched on the importance (and meatier topics) of positioning, values and incentives in building a new business culture.
But remember; business development is all about those marginal gains. Many small changes can combine to big effect.
Have I missed anything? What do you do to make new business, everyone’s business?
Photo by Matteo Vistocco on Unsplash