Multifaceted Marketing for Business Development and Small Business Marketing

One of the most critical elements of successful business development and marketing campaigns is the concept of using several vehicles to reach your potential customer. I call this Multi-Faceted Marketing. It’s based on two very simple assumptions:

1. Most people are resistant to a sales pitch, their first reaction is ‘No’.

2. Most people do not remember something until they have seen or heard it many (6-12) times. That includes your company or product name.

Your customers are overwhelmed with marketing slogans, pitches, and images. They are brain-dead when it comes to being sold. They are most likely resentful of anything that takes their time away from running their small business or mid-sized company, and would sooner ignore you than listen to you. We humans are built in a way that allows us to forget something seconds after seeing or hearing it. It may take 6 to 12 impressions in order for us to recognize something, and often more to remember it.

Question: Would you recognize the logo of the world’s most popular cola? My guess is you would if I could show it to you (it is a registered trademark). It’s probably the most recognized symbol in the world and has been around for over 100 years. But, it’s no accident that you see it everywhere you look. Their parent company knows that even though they are not a new business, and even with their preeminent position in their market, they need to advertise everywhere to support their place in your memory.

Your strategic planning and marketing plan won’t look like theirs, they spend millions on their business development and marketing, but it can contain the fundamental principles that make them successful. It can contain Multi-Faceted Marketing, which will insure your company or product name reaches your potential customer in multiple ways. By doing so, you will insure that they receive multiple impressions and will soon remember you and your products.

What does this look like? It takes some analysis like that done in an intensive Two-Day Critical Analysis and Strategic Planning Consultation, and some understanding of your company, products, and market to show the business development and marketing activities that best fit your company, but a good diversification might resemble:

1. A good website with fully implemented Search Engine Optimization (SEO).

2. Regular press releases, articles, and other public relations.

3. A proactive email campaign

4. A proactive phone campaign

5. Online targeted advertising

6. Hard copy advertising

7. Show attendance

This is a sample list and not all the activities listed apply to all companies, but you get the idea. A Multi-Faceted, diverse group of activities maximizes the opportunity for you to reach your potential customer multiple times, overcoming the first ‘No’ reaction. It provides the customer multiple impressions allowing them to build a memory of your company and product. And, it allows the time to build a relationship with them, before you ever meet them.

Developing new business isn’t easy, but by following a few basic principles, you can maximize your return on investment on every one of your business development and marketing activities. Beginning with Multi-Faceted Marketing is a good start.

Good luck and good marketing.

Business Development Certification – What Is It?

In an ever-changing business world, it’s vital to stay ahead. Clients and business owners alike expect executives and administrators to be up to date with financial knowledge, technological skills, and communications. As a result, it may be a good idea to look into certification courses to further a business career. Some of the topics that could be covered in a business development certification course could include client management, marketing techniques, business communication skills, and business development planning. This subject matter can be tailored to your own goals and interests, for the best fit to meet your ultimate business needs.

A good first step to think about before enrolling in any business development certification course would be to think about what it is that you want to achieve. Some people are interested in starting up their own business from home, for example, and want to learn the business analysis tools that will help them do this and communicate with investors for a start-up project. Others will want to find a job within a preexisting corporation, as a business analyst and valued team member. With this type of certification and training, you will learn the subject matter and language that is necessary to succeed in either type of setting.

These business development certification courses are short term, taking up far less time, money, and effort than a full course at a university. Employers value this type of certification because it shows dedication to furthering the business savvy that you already have with new tools. Those who are already successfully employed will find that this is a way to stand out from the rest of their coworkers, and show that they are ready and willing to learn new skill sets. That can lead to career advancement and a whole new world of opportunities.

Those who are serious about advancing their careers in the business world and moving from being a team member to leading a team will want to think about business development certification. This is a surefire way to show that you are serious about expanding your skill set and taking the necessary steps that you need to succeed in today’s competitive business market. With business operating on a global level, the boundaries between communications, finance, marketing, and technology have become blurred, which is why it takes constant innovation to stay on top of the game. This is one way to rapidly accelerate that skill set.

The Four Top Secrets of Business Development and Risk Management

Everyone loves a winner! In the business world, the more money you make, the more effective and successful you and your business become. This truism is consistently born out by top business owners who take their ideas to market. But what are their secrets? Invariably, their success is the natural outcome of effective business development and risk management. They accomplish this by following the four steps outlined below.

1. Think About It!

All business activity begins with having an idea. Successful business people are thinking all the time about their business and how they can take it to the next level of development. In his classic book, “Think and Grow Rich,” Napoleon Hill starts at this very point when divulging his findings about successful businessmen, such as Andrew Carnegie. In fact, his book title starts with the word “THINK.”

In business however, thinking is never divorced from knowing and doing. These three processes of thinking, knowing and doing feed on and fold back on each other in a never-ending cycle of focusing energy and productivity.

2. Focus on Customer Needs

Successful business people take their ideas to the next stage of satisfying a customer need or want. All of their thinking is channeled into supplying a product or service that will address a problem that people are experiencing. Customers will pay money for a product if it solves a problem and therefore helps them to achieve their goals.

In the 1870’s gold rush era, the entrepreneurs who often made the most money were not the gold miners, but the business people who supplied the shovels and mining equipment. These enterprising individuals did not rely on building wealth by merely striking it lucky. They thought about their opportunities and then applied their knowledge in a manner that ensured that they would become very rich indeed.

3. Develop Your Reputation by Consistently Delivering Value for Money

Successful business people think, apply that knowledge and deliver a product or service that they know customers actually want and benefit from. Obviously, there is no use in having the world’s greatest idea if nobody wants it. There have been countless stories told of the follies of individuals who had what they thought was a brilliant solution to a problem that nobody else appreciated. Great amounts of time and energy, as well as investment capital, have gone into whacky inventions that nobody wanted. Business development and risk management are addressed by focusing on what the customer wants and needs.

4. Develop Your Character

This character building is achieved by developing yourself in and around the steps mentioned above, ie, thinking, doing and knowing. This element of character building in successful people seems to occur as a direct result of the activities that they engage in and the endeavours that they pursue.

The characteristics of successful business people include; courage and audacity, persistence, resolve, determination, building relationships with others, thinking team and believing that they are not alone in the world, curiosity, always learning, “street smarts” (seeing the angles), being responsible and being responsive.

So, in summary, the four steps followed by top business owners and leaders to ensure effective business development and risk management are:

– They think – this thinking is never divorced from action

– They are customer-need focused – what does the customer really need?

– They deliver value for money – the investment made fixes the problem

– They build their reputation – happens as a byproduct of being constantly involved in the first three endeavours.

Tips For More Sales and Business Development

Are you a good selling or business development professional? What distinguishes you from the remainder of the pack?

With over 27 years of experience working with those that develop business and sell for a living I find the following characteristics:

1- Those that seek relationships not a commission check

2- Do not procrastinate, using the hours in the day wisely to be with prospective and current clients

3- Do not waste “windshield time” on wasteful things or nothing

4- Reads voraciously to understand competitive intelligence that aids the client

5- Establishes a strategic account profile to understand prospective client opportunities and limitations

6- Knows the economic buyer in their accounts and does not waste time with gatekeepers

7- Think strategically not tactically to engage buyers

8- Learning the client’s business and discovering methods to assist them now and in the future

9- Prepare provocative questions that engage and enlighten

10-Knows when to listen and when to speak

11-Networks constantly to meet new buyers

12-Engages a sales process

13-Creates emotion and has a passion for the sales process

14-Believes in what they are selling

15-Nurtures relationships with proper customer service, returning all calls and emails in a timely manner

16-Uses and respects the relevance of CRM reporting useful data to upper management

17-Understands the importance of customer to customer influences on account management

18-Thinks in terms of client outcomes, not units sold

19-Dresses professionally and is ready to engage with every client

20-Has poise and flexibility to engage gatekeeper and buyer ethically

Use the following as a checklist for your selling professionals if you are a manager or for you personally if you sell for a living. Check back periodically to determine methods to make you a more effective seller to alleviate time and develop more business.

©2010. Drew Stevens PhD. All Rights Reserved.