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  • Business Development 101

    Posted on by Heather

    I work with business owners everyday, some that are clients, some that are thinking about becoming a client and some that are just curious about whether or not I can help them grow their business.  No matter who’s sitting on the other side of the desk I use the same formula (that I know works) to get clear on their business model, identify their growth opportunities and establish how they are sharing their message with the market.  We start with three questions:

    1. What do you do?

    2. Why does it matter?

    3. Who cares?

    It never ceases to amaze me at the number of people who introduce themselves via the title on their business card.  (Lawyer, Accountant, Photographer etc.)  This is not what you do – this is the title you hold.  Furthermore, the risk you run when when you use your title in introducing yourself is that the person you’re chatting with either, doesn’t know or understand what a Lawyer does for example, or, worse they’ve had a bad experience with a ‘Lawyer’ in the past and therefore you’ve now just lumped yourself in to their conception of what they think a lawyer does.  When someone asks you ‘what you do’ – tell them.

    Why it matters – this is the reason you got in to the business in the first place.  This was the need you saw in the market that your company is filling.  The problem or challenge that you provide a solution for.  

    Who cares – this is the question that will help you identify your target audience.  Who is the person(s) that is going to be chomping at the bit to get at whatever it is you’re selling.  This is your audience.

    When you have clarity on these three questions in your business model, networking, prospecting, presenting and selling are easy, effortless and exciting.  The answers to these three questions allow you to become a hunter in your model.  By knowing exactly what you do, why it matters to the people who care – you can profile, target, and directly speak to your niche market.

    Send me your answers to these three questions and win a free coaching session.


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