CHAPTER 2

Laurence C. Espino
FINDING DAMAGING
GAPS IN YOUR BUSINESS
DEVELOPMENT
 SIGNS OF WEAK BUSINESS DEVELOPMENT

● Your revenue plateaus.

● Your revenue fluctuates.
● You can’t predict what your business will look
like in three months.
● You do business development only when you
seem to be running out of work.
 SIGNS OF WEAK BUSINESS DEVELOPMENT

● You have limited market reach.

● Your employees’ morale is low.
● The competition is killing you.
 MISCONCEPTIONS FOR IMPLEMENTING
BUSINESS DEVELOPMENT

● Something else is always more urgent.

● I’m fine when I get in front of a prospect – I just
need more leads.
● I have plenty of business right now – I don’t need
any more.
● The firm hasn’t needed it up to now.
● There are only so many hours in the day.
THINK LIKE YOUR
CUSTOMERS
CUSTOMERS CARE
ABOUT THEMSELVES
CYCLE OF
CUSTOMER
EXPERIENCE
MASLOW’S HIERARCHY OF NEEDS
GROWING YOUR
BUSINESS
BEING PROACTIVE
RATHER THAN REACTIVE
REACTIVE VERSUS PROACTIVE BUSINESS
DEVELOPMENT
REACTIVE VERSUS PROACTIVE BUSINESS
DEVELOPMENT
HOW’S
YOUR FIRM REALLY
DOING?
 IT’S A NUMBERS GAME

● What was your revenue last month, last year?

● What’s your gross margin percentage?
● What’s your goal for this year? How are you
measuring your progress?
● How many prospects are you talking to right
now? Is the number increasing, decreasing or
staying about the same?
 IT’S A NUMBERS GAME

● What’s your highest revenue customer? And the

next? And the next?
● Which customers are you losing money on?
END OF CHAPTER 2