How To Win More Business
“Business development is the craft of finding the right prospect and then designing the perfect buying experience for that prospect,” explains Mo Bunnell, the author of, The Snowball System: How to Win More Business and Turn Clients into Raving Fans.
Whether you are new to sales or a sales veteran, this book is a must-read. It’s practical, concise and clear. It teaches you how to influence others in an authentic, helpful way – using a program and process that you can begin using today. And one that you’ll learn to enjoy.
The book’s 10 chapters cover these primary topics:
- Building relationships with potential clients
- Targeting your ideal clients and positioning yourself to win
- Getting people to like you (authentically)
- Turning prospects into clients
- Turning leads into clients
- Closing a sale
- Planning for long-term success with clients
- Creating momentum in teams
Some of my favorite takeaways from the book are:
- Nothing will have a more dramatic impact on your business and career than a thoughtful, systematic approach to creating more, stronger, and more valuable relationships. The goal is to turn the people who matter into raving fans.
- Bringing in more of the kind of business you want begins with your value proposition. If you don’t understand your clients’ problems or how you’re going to position yourself as the best solution to those problems, you’re toast.
- Highlight your advantages but remember that the elements truly differentiating you from your competitors might not be relevant to potential clients. Therefore, keep the focus on what your client needs when highlighting your strengths. State your strengths in how that helps them, using words they would use.
- Give the client or prospect plenty of opportunity to talk about themselves and the problems they’re facing. Ask thoughtful questions based on your research that establish your expertise and interest while building your likeability.
And, finally, keep in mind these five drivers of likeability:
Commonality – When attempting to connect with a prospect or client, seek common ground. Shared experiences, hobbies, and beliefs form the foundation of a strong relationship.
Frequency – Small but frequent impressions are an effective way to make an impression.
Mutuality – Relationships thrive on a back-and-forth flow of positive interactions.
“Clearly, we like it when people do nice things for us,” says Bunnell. “Counterintuitively, we also like people more when we do things for them. It turns out that helping others is enjoyable. So, don’t be afraid to give or to request help – within reasons. Think mutual benefit.”
Balance – No working relationship among you and a client is going to be entirely positive or entirely without friction. A great, growing relationship has a little of each.
Uniqueness – Plan out how to surprise and delight clients. Think about the timing of your outreach as it relates to all the other messages people receive.
Mo Bunnell (photo by: Justin McGough)
Bunnell is a speaker, consultant, and founder and CEO of Bunnell Idea Group (BIG).
Thank you to the book’s publisher for sending me an advance copy of the book.