just jessica on business development
TRANSCRIPT
Just Jessica Professional Mentoring, Coaching and Training
www.jessica-humphreys.com
THE HARSH REALITY
The most commoditized products and services, are the most competitive
The wow factor only works if you use it
People have choices of where to buy
Customers have high expectations
A no does not mean give up
Thick skin is often required
Humility is a must
Relationships are with people, not companies
THE CULTURE
There ARE many, counterproductive, dysfunctional sales cultures.
BUSINESS DEVELOPMENT
IS NOT:
A transactional event
Something that happens in a bubble
Selling anyone a “bag of shit” -DM, 2012
Something within any one person’s control
Selling or buying based on logic or facts
Key Elements that Impair Success: Negativity, procrastination, disorganization, lack of accountability, lagging
and ineffective communication, egocentric attitudes, internal competition, lack of credit, resistance to change
THOUGHTS
Often a team is made up of great people
Great individuals don’t always make a great team
There are some basic rules for success
There are problems and there are solutions
You have to admit dysfunction to fix it, personally or in business
The truth scares most people half to death (cognitive dissonance)
BUSINESS
DEVELOPMENT
So what is it then?
BUSINESS DEVELOPMENT
The smooth integration and flow of ALL activities by ALL team members…
…that add up to an organization's ability to….
Goal: …. effectively and efficiently find, engage, acquire, manage, retain and grow
business with existing and new relationships.
Key Elements to Success: Attentiveness, Communication, Team Work, Process,
Efficiency, Transparency, Goals, Inspiration, Humility, Accountability
BUSINESS DEVELOPMENT
A complex science in and of itself
An often misunderstood art of people
There are many processes and moving parts
Solving problems and providing solutions
Efficient and meaningful communication is critical
Strong psychological component to all aspects of selling and buying
EVERYONE is responsible for business development
BD IS A TEAM SPORT, BUT…
There ARE in fact many I’s in team and they must ALL work together.
Owner/Board
Captain: President/CEO
Referee: Vice President
Quarterback: Division Managers(s)
Defense players: BD, all
Offense players: BD, all
Cheerleaders: BD, all
TEAM PSYCHOLOGY
Mission and Goals: High performing teams have a clear mission and/or goals.
Team Leadership: Leadership functions are performed reliably. Inspiration and guiding wisdom!
Communication: Members must learn about what others believe and know.
Decision Making: Systematic, agreed-upon decision processes are used.
Culture: The cultures of high performing teams provide predictability and alignment.
Group Motivation: Psychological membership can be a source of motivation and a resource.
Conflict: Effective teams address task conflict productively and prevent personalized conflict.
Meetings: Meetings facilitate communication and decision making.
Self-Management: Individual members are effective self-managers.
-Personnel and Organizational Psychology, University of Waterloo, Ontario, Canada
BUYING PSYCHOLOGY
fMRI neuro-imagery shows that when evaluating brands, consumers primarily use emotions (personal
feelings and experiences) rather than information (brand attributes, features, and facts)
-Psychology Today-2013
Rich and powerful mental representations of a brand include its personality. Research reveals that consumers
perceive the same type of personality characteristics in brands as they do in other people. And just like with
people, they are attracted more to some personality types than others – attractions which are emotion based,
not rational. Brand personality is communicated by marketers through packaging, visual imagery, and the types of
words used to describe the brand.
-Psychology Today-2013
THE MOST POWERFUL
BUYING DETERMINATE
It’s not what you think
GENDER INFLUENCE
Watch your blind spot. Gender is the most powerful determinant of
how we see the world and everything in it. It’s more significant than
age, income, ethnicity, or geography. Gender is often a blind spot for
businesses, partially because the subject is not typically addressed in
most undergraduate or graduate-level business courses, or the
workplace itself. -ForbesWoman-2007
GENDER “TRAITS”
Cummings asked for a list of words associated with male and female leaders.
List #1: Multi-tasking, emotional, empathetic, strong, intuitive, compassionate, relationship building,
verbal, consensus building, collaborative and gossipy
List #2: Strong, arrogant, intelligent, ego-driven, bravado, powerful, dominant, assertive, single tasking,
focused, competitive, stubborn, physical, self-righteous, direct, passive aggressive, sense of entitlement
-Wharton, University of Pennslylvania, The ‘Masculine’ and ‘Feminine’ Sides of Leadership and Culture: Perception vs. Reality
CONSUMER GENDER
If the consumer economy had a sex, it would be female. Women drive 70-80%
of all consumer purchasing, through a combination of their buying power and influence. Influence means that even when a
woman isn’t paying for something herself, she is often the influence or veto vote behind someone else’s purchase.
-ForbesWoman-2007
One of the world’s greatest emerging markets is closer than you think. Women are the world’s most powerful
consumers, and their impact on the economy is growing every year. The global incomes of women are predicted to reach a
staggering $18 trillion by 2018, according to global professional services firm EY. -ForbesWoman-2007
Service is a key differentiator. Because women tend to have higher expectations for customer service, when you
elevate the customer experience for women, you elevate it for everyone. -ForbesWoman-2007
SELLER GENDER
What is your company gender
and
how do you believe it influences your business?
Most curiously, why is no one talking about this?
BUSINESS
DEVELOPMENT
Making it happen…
SKILLS FOR SUCCESS
Positivity
Confidence
Energy
Self-awareness
Consumer awareness
Being customer-centric
Problem solving
Eagerness for knowledge
Motivation
Persistence
Humility
Integrity
Even the most energetic, optimistic and capable sales people need
a motivated and attentive team behind them.
THE DUTIES
Business Development has four main roles
1. Sales
2. Marketing
3. Customer Service
4. Account Management
Business Development is the responsibility of EVERY ONE.
STEP #1
Keep existing customers happy and coming back for more
EXISTING CUSTOMERS
Statistically speaking, the cost of acquiring a new customer
costs five to ten times more than retaining an existing one.
Not only that, but repeat customers spend, on average, 67%
more.
EXISTING CUSTOMERS
Responsibility of Everyone, All Departments
Punctual communication internally and externally
On-time delivery, reporting and billing
Integrated timelines and communication
Uniform presentation across departments
Integration of streamlined processes across departments
Assess and reduce redundancies ongoing
Image and performance awareness and improvement
STEP #2
Are you REALLY ready for more business?
NEW CUSTOMERS
First Impressions
Tradeshows
Website, Phone Call, Email
Referral
Courting: The Dating Experience
Needs-Solutions-Compatibility
NDAs-Quotes
9-24+ months
Attentiveness and communication required
The Plunge: Marriage, Buying
Minds are made up by now
Attentiveness communicates the worth of a person
EVERYONE’S JOB
All of Operations
Contracts/Legal
Technical
Quality Control/Assurance
Shipping/Receiving
Accounting
Expectations
Timely execution and prompt communication around deadlines
Timely responses and communication internally and externally
Keep sales team copied on customer communications
Speak up at the first sign of trouble!
MARKETING
Lead generation-momentum
Content
Competitive intel
Market intel
Website
Print literature
Email campaigns
Social media
Trade shows and booths
Create/maintain company image
SALES
Using the Force
Prospect, Engage, Propel-fill the funnel
Initiate, track and drive internal support processes
Manage all objections and provide damage control when needed
Overcome obstacles in a single bound to get business in the door
Appropriately leverage technical and operational expertise
Provide consistent and punctual communications always
Customer advocate
SKILLED SALES PEOPLE
The Hunter
Loud, pushy, easily aggravated, hyperactive and always clamoring for stimulation
The truth is they are going to make everyone work harder
They’ll keep the promises they make to customers
They’ll make sure you are able to deliver what they are selling
Nothing will hurt your Hunters more than if you do not keep your word
Love your salespeople and they will reward you
The Care and Feeding of Highly Aggressive Sales People, David Steel
SKILLED SALES PEOPLE
Either prepare yourself and your company for a whirlwind ride,
touching more prospects than you ever thought possible and figuring
out how to make your product or service more compelling, or roll
over and die because your competition has figured out how to.
-The Care and Feeding of Highly Aggressive Sales People, David Steel
ACCOUNTABILITY
Create S.M.A.R.T. Goals & Establish Accountability
Specific: A specific goal has a much greater chance of being accomplished than a general goal. To set a specific
goal you must answer the six “W” questions: Who, What, Where, When, Which, Why
Measurable: Objective not Subjective: Establish concrete criteria for measuring progress toward the attainment of
each goal you set.
Attainable – When you identify goals that are most important to you, you begin to figure out ways you can make
them come true. You develop the attitudes, abilities, skills, and financial capacity to reach them.
Realistic- To be realistic, a goal must represent an objective toward which you are both willing and able to work.
Timely – A goal should be grounded within a time frame. With no time frame tied to it there’s no sense of
urgency.
EMBRACING CHANGE
Change is necessary for continued growth.
Where there is no change, there is no life.
THANK YOU
Just Jessica
Jessica N. Humphreys, BSN
717-467-5186
www.jessica-humphreys.com