two out of three is not enough.
by martin bissett
dna is an acronym i’ve given to the three component parts to success in professional business development. in order to succeed, you must have all three.
more on business development: before the sales meeting | your perception vs. your client’s reality | appraise your prospects | develop the habit of consistency | banish the idea that selling is difficult | how to win your first client | 5 ways to make selling easier to swallow | you’re selling all the time
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d stands for doing. how much are you actually doing to create new opportunities? how consistent are your efforts at any given time? if you are not consistently trying, you can expect to have stop-start results from your stop-start efforts.
n stands for natural. how natural do you feel in business development situations? that includes anything from a networking meeting to a phone conversation to a face-to-face interview. how natural are you in front of an audience or an individual? the more natural you appear, the more skillful you will be in developing relationships with potential new clients.
a stands for aptitude. this relates to your professional, technical knowledge. how confident are you in your accounting skills, your tax expertise? are you confident that you always know what you are talking about?
these three elements – consistency of effort, natural approach and knowing what you are talking about – will together build a business development effort and culture within your accounting practice.
if you have any two of those, but one is missing, then you will struggle. if you are doing lots of business development activities and are natural with people, but you don’t know what you are talking about, you will struggle. if you are doing lots of different business development activities and you know an awful lot about your subject but you feel unnatural in front of a prospect, you will struggle. if you are natural in front of a prospect and you have all the knowledge and aptitude in the world but you never do anything to get in front of them, you will struggle.
but put all three elements in place and your business development efforts will soar!
business development task
schedule specific, non-interruptible time in your diary to be sure you have all three elements of the dna of success in place.