Achieving clarity in business development is like having a blindfold removed. Suddenly everything is clear and the way forward is obvious. It can also be compared to a combination lock. You have 5 numbers on the lock and you have four correct. Getting the 5th number is all it takes for everything to fall into place. A small change in clarity can lead to a big difference in results. Clarity cannot be trained but it can be facilitated.
A large part of sales success comes from consistent activity. Clarity makes the activity required obvious. A lack of clarity can result in energy being dissipated. It’s a little like comparing a laser with a light bulb. The same energy can produce widely different results. Small and medium sized businesses can normally significantly increase their results from their efforts by taking a much more targeted approach to lead generation and sales in general.
Some business owners think they have clarity but unless their prospects are clear of their business proposition then they have more work to do!
The key questions to answer are:
Who are my target audience?
Where is their pain?
How do we take the pain away?
Why should our target audience buy from us?
Where is our maximum credibility?
How will our target audience find out about us?
The key to doing this is mining through all the detail and pulling out the gold nuggets. It normally takes me 2 hours to get to the real answers to these questions with a client. They normally have their own idea of the answers but they are normally not giving them the success they want so need putting to one side a re-evaluating. The easiest was is to go through the success stories of your clients from heaven and also stories of your clients from hell!
Where there are multiple possible target audiences or sub categories, you need to address each separately. As a ‘rule of thumb’, if you do not understand their pain then you probably need to niche it down further until you can better understand your prospective clients. Also having too many target audiences can dilute efforts and narrowing focus can expand results.
Why not take a half a day out of the office to work on the answers to the above clarity questions. A facilitator maybe required to keep the thinking focused. You have probably got it right if you can articulate your business proposition in 15 words or less and someone with no knowledge of your business can understand it.