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Where To Spend Your Time

Time is a finite resource – for you and your clients and prospects.

So, you need to make sure that you are spending your time with those prospects where you have the best chance of success, and on activities that are likely to yield the best results.

This lesson will help you to understand the types of activities that will provide greater “bang for your buck”.

Duration: 2 minutes

Prerequisites: Framework For Success

 

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Warming The Call

Nobody likes to cold call. Nobody.

But if you find yourself in the situation where you need to reach out to a completely new prospect, it would be good if you didn’t have to go in completely cold.

This lesson provides techniques you can use to do some preliminary qualification of prospects so that any initial request for a meeting has a better chance of success.

Duration: 4 minutes

Prerequisites: Framework For Success

 

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The Real Reasons Clients Buy

Clients are generally driven by rational motivators, or emotional motivators.

As professionals, we spend a lot of time in the rational realm. However, 80% of all decisions are made from an emotional standpoint.

This lesson will give you some ideas for meeting your clients and prospects at a more emotional level.

Duration: 2 minutes

Prerequisites: Framework For Success, Building Rapport, Building Trust

 

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Spreading Your Word

In professional services, it’s important that you have a profile as a thought leader and can demonstrate your expertise and experience to prospects.

Seminars are a good way to do this.

But seminars have limited reach (unless you are presenting in many locations), limitations in terms of the time of day you can present them, and unless you record them you can’t maintain a historical record.

Webinars provide a great way to solve these problems and make sure you are spreading your word in a way that works better with your prospect’s availability.

In this strategy, you’ll learn what webinars are, how they work, why they work, and how to create your own campaigns.

Duration: 60 minutes

Prerequisites: Framework For Success, Getting Leads From LinkedIn

 

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Stop Using Capability Statements

Too many professionals actually believe that prospects are impressed by their broad credentials and the span of their service capability.

Just because you have “extensive experience” (in your words), doesn’t mean that the prospect is convinced. Capability statements are too often used as a crutch, and they are lazy business development.

This lesson will give you alternatives that make a greater difference for your prospects and demonstrate that you respect your prospect.

Duration: 4 minutes

Prerequisites: Framework For Success

 

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Solid Starts To Presentations

The opening 60 to 90 seconds of a presentation are the most critical. If you lose your audience here, it is extremely difficult to retrieve their attention.

This lesson gives you seven different options for creating an impactful opening to your presentation that will set it up for success.

Duration: 5 minutes

Prerequisites: None

 

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Post-Meeting Next Steps

It’s important to make sure that you have agreed, concrete steps to follow at the conclusion of a business development meeting or call.

There are any number of reasons why your business development campaign can lose momentum. The best way to maintain some form of control over the process is to have a map of the future to follow – and to make sure it has the prospect’s agreement.

This lesson will help you to understand what causes a loss of momentum and it provides some simple methods for keeping the business development process on track.

Duration: 5 minutes

Prerequisites: Framework For Success

 

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Points Of Difference

It’s important to be different. But you need to be different in a way that is valuable to your client or prospect.

Digital technologies and social media in particular provide the opportunity for us to build our authority and to be more highly targeted in our marketing efforts than ever before.

With so many practitioners who are all excellent at technical service delivery, your important points of differentiation need to be found in non-technical areas and in ways that give you a closer alignment with the client and therefore build trust.

This lesson will help you to understand some of the ways you can build a meaningful point of difference and how you can communicate it to your prospects.

Duration: 3 minutes

Prerequisites: Framework For Success

 

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Overcoming Reluctance

Reluctance can manifest itself in many different ways in a business development scenario.

Nobody likes rejection – but you often only get one opportunity to ask a prospect for some important piece of information, or to take a particular action. And unfortunately we often overestimate the risks involved in asking for something.

This lesson will help you to understand some of the sources behind your reluctance, some of the self-limiting beliefs that hold you back, and give you a way to think about these situations so that they become less frightening and more fulfilling.

Duration: 2 minutes

Prerequisites: Framework For Success

 

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Motivating The Client

You need to ensure that the client is motivated in two ways:

  • the client actually wants a solution; and
  • the client wants YOUR solution.

This lesson will help you to understand how you might identify if the client has one or both of these motivators.

Duration: 2 minutes

Prerequisites: Framework For Success

 

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Getting Leads From LinkedIn

The world has gone digital, and it’s not coming back!

Digital technologies and social media in particular provide the opportunity for us to build our authority and to be more highly targeted in our marketing efforts than ever before.

And the analytics provided allow us to more accurately assess the returns from our marketing investments.

For professionals, LinkedIn is the digital tool of choice for building a platform of authority and campaigning to generate new leads.

This lesson takes you through specific steps to build LinkedIn campaigns that will generate new leads and establish you as an expert in your target niche.

Duration: 60 minutes

Prerequisites: Framework For Success

 

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How To Write An Article (That Gets Read!)

As professionals, we are trained to be technical experts. And unfortunately when we set about writing a piece of thought leadership, we stay in “technical expert” mode.

The output often looks like it was written for our colleagues rather than our clients.

This lesson will show you how to structure your articles to give them the best chance of actually being read – and enjoyed – by your audience.

Duration: 3 minutes

Prerequisites: None

 

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Getting Client Commitment

Once you are sure that the client understands your solutions, there will come a point when you will need to clarify whether or not the client is serious about engaging you. It may not be necessary or even appropriate for the client to instruct you there and then, particularly if the solution is relatively complex and/or the client is not the only decision maker.

This lesson gives you a 3 step process for understanding if the client wants your solution ahead of the alternatives. It also provides an effective test that can be applied anytime the client wants to negotiate.

Duration: 5 minutes

Prerequisites: Framework For Success

 

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Generating Referrals From Non-Clients

When thinking about referrals, many professionals don’t think beyond their clients as referral sources.

The reality is that there are rich referral sources amongst other parts of your network.

This lesson provides some strategies to help secure referrals from your key contacts who are not actual clients.

Duration: 2 minutes

Prerequisites: None

 

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A Process For Client Meetings

When you find yourself in a face-to-face meeting with a client and you are hoping to motivate the client towards buying your solution or service, it helps to have a model that you can use to make sure you cover the key areas that support motivation to act.

This lesson sets out a simple model that provides a logical process for a sequence of questions that will help you uncover the level of need arousal and will help you to develop your client’s motivation to buy.

Duration: 1 minutes

Prerequisites: None

 

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Generating Referrals From Clients

Not surprisingly, many professionals find that their best source of business comes from existing clients. Particularly from those clients who have a high level of trust in the provider.

However, few professionals understand how to leverage these client relationships to generate referrals that lead to instructions from new clients.

This lesson takes you through the right way to approach your clients for referrals and also, importantly, what NOT to do.

Duration: 3 minutes

Prerequisites: Framework For Success

 

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Client Styles

Clients like to work with people who are like them. A large part of developing connections with prospects is being able to communicate on their wavelength – which means you need to understand their preferred thinking style and adapt to it.

And in a meeting situation, or on a phone call, you don’t have a lot of time to do this.

This lesson introduces the four different focuses that prospects bring to their consideration of solutions; how you can quickly identify them; and what you can do to align yourself.

Duration: 2 minutes

Prerequisites: Framework For Success; Building Rapport

 

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Building Trust

People are more likely to be influenced by someone they perceive as credible, expert and trustworthy.

So you need to be demonstrating these qualities to your prospects and clients.

This lesson will take you through five different approaches for building trust – through a credible demeanour, relevant expertise, understanding of the client, candour and professionalism.

Duration: 4 minutes

Prerequisites: Framework For Success (Tactic)

 

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Building  Rapport

People buy from people they know, like and trust. It’s important to try and build some rapport – or chemistry – with prospects so that you can develop “like-ability”. But you have a very limited window of opportunity to do it.

This tactic sheet will provide techniques for building rapport, and for understanding different communication styles so that you can adapt and align to the prospect’s preferred style.

Duration: 2 minutes

Prerequisites: Framework For Success (Tactic)

 

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Framework For Success

Success is a function of discipline, practice and persistence. It’s also helpful to have a simple model to help focus your efforts.

This lesson provides a simple, yet effective, model that can be used to make sure you are focused on the most important business development activities; and to help maintain the discipline required for success.

Duration: 6 minutes

Prerequisites: None

 

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