Jay Baer shares insights into marketing that will transform the way you think about business development and will allow you to spend half the time creating content while generating 10x the results. Learn how to inspire your customers to market for you, why marketing your content is more important than your actual content, and a simple strategy for creating extraordinary and memorable client relationships.

Mo asks Jay Baer: How can people become great at business development?

The challenge with business development is that technology has made it so easy to create contacts. It used to be that you could stand out just by having a better toolkit, but now the volume of business development messaging is out of control.

Competency does not create conversation. The best way to grow any business is for your customers to grow it for you.

There is a time and place for advertising, but in many cases the most successful brands advertise the least because their customers and clients spread the word for them.

Even though word of mouth is the #1 way of generating business, fewer than 1% of companies have a word-of-mouth strategy.

If you want your customers to be a proactive word of mouth engine, you have to give them a story to tell, which means you have to do something different in your organization.

What if, instead of sending your proposal as a pdf attachment in an email, you send your proposal in a completely unique and unusual way.

Doing the normal thing is often more risky than doing something that’s a little bit different. Just because you're in professional services doesn’t mean that you took a vow of boredom.

Every single person and organization can have a talk trigger, but we’re are often afraid to stand out.

Start with a pilot program and roll out your talk trigger to a certain subsection of your customer base and see how things go. Once you see the results, you can roll it out to the rest of the organization.

Mo asks Jay Baer: How do we create and close more opportunities?

You have to focus on the problems you solve, not on the services you offer. People don’t want services, they want a fix to the problem they have.

You also have to really understand who you are selling to. This can become more challenging as time goes on as the number of people you are selling to grows, but it’s vital to growth.

Figure out a way to rank your potential clients against one another and create an asset around that and they will beat a path to your door. It’s important to provide value instead of selling to them. If you provide enough value, the client will sell themselves.

Figure out the marketing plan for the asset before you build it. When you do that, you will build a better marketing asset.

You have to atomize your content. The individual asset (report, whitepaper, survey, etc.) can be broken down into additional bite size chunks.

Everyone is besieged with opportunities and information, so you have to give them a short, easy intro to lead them in.

Increase your conversion rate by merchandising the findings of your report in smaller pieces of content. It’s the little things surrounding the asset that drive people to the landing page.

Every single slide of your webinar is a potential social media graphic, blog post, video, or infographic.

Mo asks Jay Baer: How can we hack our own habits and be working efficiently at business development even when we are yanked away by other demands?

The first step is you have to enjoy the process at some level in order to put real time into it.

If you hate social media, you will suck at social media. You have to find the relationship nurturing schema that you actually enjoy so that you can stick to it. If you don’t derive satisfaction or pleasure around it, you are going to invent a bunch of excuses for not doing it.

You also have to batch your relationships. Write down and organize your relationships into tiers and figure out what your idealized communication cadence for each tier.

You have to schedule relationship time, just like everything else that is important in your life. Once you’ve organized your relationships, add them to your calendar.

If you wait until you have absolutely nothing else to do and nothing better to invest in your relationships, it’s never going to happen.

Mentioned in this Episode:

GrowBIGPlaybook.com

talktriggers.com

convinceandconvert.com

jaybaer.com
#mobunnell #realrelationshipsrealrevenue #businessdevelopment