Change your business development outcomes with one simple approach
I can’t say I’ve met many creatives who’ve really loved the business development side of business. They’re much more comfortable focusing on doing what they’re good at - being creative. But focusing on your passion alone doesn’t always keep your business moving.
When business slows down, I often hear people say “I/we need to do some business development” - like it’s something you can simply turn on or off. But trust me, things rarely turn around at the click of your fingers. For your creative business to thrive in the good times - and the slower times - you have to invest time and energy into building your business relationships as well as your presence in the marketplace.
Now I know what you’re going to say - even thinking about business development makes you cringe. It’s that feeling of being too ‘salesy’ or ‘pushy’ - it’s the opposite of who you are or what you stand for, and to put it simply, it just doesn’t feel right.
The only way you’re going to get yourself or your team to do business development is to change your mindset towards it. To do that, you need to starting thinking about it as building relationships. Because when you start thinking of it in terms of building a relationship or even a friendship, your approach to it completely changes. And you most certainly will see the outcomes change too.
Business development is a long term investment, as is a friendship, so I want you to consider this:
How likely would a friend pick up the phone if you haven’t spoken to them in six to twelve months?
And if they do pick up the phone, how likely would they use your services, buy your products or even recommend you?
And when you only contact them haphazardly, how likely are they to continue that friendship?
I understand time and energy is a big investment for any business owner when it’s put towards something that has no guaranteed financial benefit. But this is about laying the foundations of a relationship that will last beyond the present moment. What you have to consider when you’re weighing up this equation is what the outcome will be if you do nothing?
Like all good friendships, business relationships take work. They take a commitment to getting to know the other person, to find common ground, to understand their challenges and celebrate their successes. I strongly believe that all business relationships can really flourish when there is a genuine interest in what the other person is doing.
To make the most of your business relationships, it’s important that you:
Be a good listener
Be engaged
Be curious
Ask questions
Share knowledge
Share your own challenges
And do all of this while expecting nothing in return. This really will be the key to your success, because it’s genuine, relatable and builds trust - the most important part of any relationship.