Business Development in the 21st Century

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As self-employed professionals, we’re experts at helping our clients solve problems but we often struggle when it comes to building a healthy pipeline of leads. For most of us, prospecting for new clients is the very last thing we want to do.

But what if there was a way to make it less of a chore and maybe even enjoyable?

A few months ago, PICA hosted a webinar with Suzette Patterson, a sales and business development expert. Prospecting, she says, is not about selling; it’s about making appointments for conversations to uncover the pain points you may be able to help with. Consequently, it’s imperative that you go into every client interaction with the right mindset.

The Right Frame of Mind

The number one thing to remember before every touchpoint with a potential client: It’s not about you or your expertise or your solutions. It’s about them. Approach every interaction from the other person’s point of view, with an attitude of “being of service” to them. Remember, you’re trying to uncover a pain point or challenge that you may be able to help with, and you need to understand their situation in order to do so. And in order to understand their situation, they need to trust you, which is why it’s important to establish rapport and trust. Which brings me to Suzette’s second point.

Remember to be authentic. People can sense when they’re being sold or if you want something. Never come across as “salesy” or desperate for work. Instead, simply be helpful with the guiding principle of “APV” – always provide value. Your goal is to build rapport and trust so they’ll open up about what’s frustrating or challenging to them. In Suzette’s words: “Don’t go for the close, go for the conversation.”

The third thing so remember when doing your outreach is to make it personal. This will increase your chances of generating conversations. For example, instead of sending a mass email campaign to dozens of people on your mailing list, take the time to send the email one at a time with a personal note at the beginning. (Mass mailings don’t generate rapport or build trust!) Or another example using LinkedIn: If you’re following a company or a person you want to work with, take a genuine interest in something they posted by adding a personal comment. This is much more effective than just clicking the thumbs-up button or selecting one of LinkedIn’s canned responses.

Once you’ve got your head in the right place, you’re ready to proceed with 21st-century prospecting.

Tactics for Today’s World

Growing a business today is obviously different than it was even four years ago before the pandemic. With fewer in-person events we need some new tactics to get us to “the conversation.” Here are some suggestions.

The One-Two Punch. Do two or more touchpoints with a person in the same day, but on different platforms. For example, you could comment on one of their posts on LinkedIn, and send them an email with a link to a helpful article. Do a one-two punch about once a week even once a month but mix up the methods. They’re not always going to respond and that’s OK; you’re building awareness and credibility. Keep your touchpoints short and simple. Ideally, you’ll make it about them and provide value every time too.

Outsource It. No, this doesn’t mean utilizing bots or people in India to act on your behalf. This means asking an ally to make an introduction to someone with whom you’d like to start building rapport, also known as a prospect.😉 Former clients who loved your work will probably be happy to introduce you to someone new.

Try New Ways to Make It Personal. Don’t do what every body else is doing; mix it up! Try sending a 30-second video on their birthday or to congratulate them on their promotion. Or post a short video on LinkedIn with a tip or lifehack. It doesn’t have to be perfect; in fact, being human and authentic is more important for building rapport. Apps like BombBomb, Loom, and Dubb make it easy.

Another idea to make it personal is to do phone calls. These days we’re all so dependent on email and LinkedIn messages. Phone calls are distinctive. Leave a voicemail as one of your “one-two punch” touchpoints, or better yet, simply call someone to see how things are going. And don’t forget, you can leave voicemails for prospects too. If you’re connected to someone on LinkedIn, they may have their phone number listed in their contact info. Most people are too scared to do a cold call or leave a voicemail for someone they don’t know, but they can be effective. Reach out to Suzette for specific tips!

Let’s close with a story that Suzette shared in the webinar. It’s about a boy who only wanted green gumballs from the vending machine. Sometimes he’d get a green one and he was happy. Other times, though, he’d get a red or yellow one and he knew that even if he stared at it, it would never be green. Think of your prospects the same way. Keep having conversations but know that not every one will turn out to be a yes—not everyone you talk with will have a pain point that you can solve. It’s your job to realize which prospects may be the “green-gumball-yes-prospects” and which ones won’t. The important thing is to “keep putting the coin in the machine.” Keep prospecting. Keep having conversations. Keep going!

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