{"id":2029,"date":"2022-09-30T01:33:00","date_gmt":"2022-09-29T17:33:00","guid":{"rendered":"https:\/\/tomwatkin.com\/?p=2029"},"modified":"2023-04-05T16:45:01","modified_gmt":"2023-04-05T08:45:01","slug":"three-ways-to-focus-on-customer-centric-business-development","status":"publish","type":"post","link":"https:\/\/tomwatkin.com\/?p=2029","title":{"rendered":"Three Ways to focus on Customer-Centric Business Development"},"content":{"rendered":"\n

There are lots of advantages to being customer centric as a business developer. For a start one of your key functions is to grow revenue. Obviously To do that you need customers. <\/p>\n\n\n\n

Unfortunately, I often hear stories of sales teams who are so focused on the sale that they grow disdainful of the customer. They forget about the customers perspective or needs. Instead they form an arrogance about their skills and product. \u201cThe customer should be grateful to have access to us<\/em>\u201d begins to permeate the culture.<\/p>\n\n\n\n

I believe that the customer should be central to business as a whole. But this is even more important to the business developer. The benefits to this are innumerable. When your messaging, conversations and marketing are all focused on the customer you begin to look through the lens of service. Consequently customers are more interested in your offering as they see your desire to genuinely help them. Not to sell. Below I discuss three ways you can become more customer centric in your day to day business development activities.<\/p>\n\n\n\n

Before I get started, a quick reminder that my book lands on 18th October. If you want to get yourself a simple framework to get your business development working I’d recommend checking it out<\/a>. <\/p>\n\n\n

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Treat your customer as the Hero<\/figcaption><\/figure>\n<\/div>\n\n\n

1. Treat the Customer as the Hero<\/h2>\n\n\n\n

Framing yourself as the hero is a real mistake when it comes to business development. It’s difficult for the customer to understand how they are going to benefit. Instead placing your customer as the hero gives them focus on what their life will be like if they use your product or service. Donald Miller talks about this at length in his book Story Brand<\/a>. Rather than focusing on your own offering take time to understand the customers problems. Explain to them how they will be the hero in their story if they use your product or service. <\/p>\n\n\n

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Enter business development conversations with a service mindset <\/figcaption><\/figure>\n<\/div>\n\n\n

2. Treat Business Development Conversations as a Service<\/h2>\n\n\n\n

How many of you have fielded a sales meeting or call and been bombarded by the pitch? Most of us I bet. I always leave those conversations feeling a little disappointed. Much to the point above I’ve heard all of the amazing features that your product offers but the salesperson has not found out how or if it relates to me. This is how sales has got a bad name.<\/p>\n\n\n\n

Don\u2019t enter customer conversations with the intent of getting something out of it. Rather approach each with a mindset of curiosity and service. What can I learn about this persons role? Do they have problems I can help solve? Use questions and active listening to really figure out their perspective. <\/p>\n\n\n\n

Only once you really understand their needs can you look for ways to help. Perhaps it is your product. Maybe you can put them in touch with someone else in your network. A service mentality will have you looking beyond the confines of your offering. Surprisingly it may open up avenues you had never considered.<\/p>\n\n\n

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Keep your customer at the centre of all decisions<\/figcaption><\/figure>\n<\/div>\n\n\n

3. Put the Customer at the Centre of All Things<\/h2>\n\n\n\n

Being customer centric extends beyond the business development function of your company. I’m a firm believer that business development extends far beyond sales. A true business developer is involved with all parts of the business. Who else can bring the customer perspective to bear on operations, production and delivery? <\/p>\n\n\n\n

As such you should be getting customer centric around all decisions. How will customers be challenged by changes in process, product or delivery? What features or service are the customers clamoring for? A business developer should be watching and listening for these things and actively feeding insights back to the teams. Additionally the business developer is critical in getting the messaging around company changes out to the customer. <\/p>\n\n\n\n

Having a customer centric view keeps your decisions relevant to arguably your most important stakeholders. Being disciplined in maintaining this perspective allows you to adapt quickly and effectively. <\/p>\n\n\n\n

Customer Centric Action<\/h2>\n\n\n\n

I would ask you to look at how you keep your customers at the center of your activity. Do you maintain systematic contact and ask for feedback regularly? Be honest, are you really listening to what they tell you? <\/p>\n\n\n\n

What channels do you use to communicate customer feedback and information to company leadership? Do they listen? Maybe it’s time to start opening up a customer centric conversation in your business.<\/p>\n\n\n\n

As always I\u2019m keen to hear your thoughts. Let me know in the comments below or through the normal channels<\/a>. <\/p>\n\n\n\n

Resources<\/p>\n\n\n\n

Are you looking to kickstart your business development journey. Download my free BD checklist below. It gives you the list of must-do activities to lay down a solid foundation for your work winning.<\/p>\n\n\n\n\n\n

My new book, Business Development Begins Here<\/em>, lands in a couple of weeks, I’d love for you to check it out.<\/p>\n\n\n

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Pre-Order Now!<\/figcaption><\/figure>\n<\/div>\n\n\n

If you want a more proactive and personal approach to your business development I am available to help. Through face to face video calls I’ll set you on the right path and keep you accountable to future activity. I currently have space on my 13-week 1on1 personalized coaching program. To learn more click the button below.<\/p>\n\n\n\n

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Business Development Coaching<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

There are lots of advantages to being customer centric as a business developer. For a start one of your key … <\/p>\n

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