Focus on their needs, not yours.
By Martin Bissett
Winning Your First Client
Let’s start with two simple definitions to avoid any confusion:
- The purpose of marketing is to create the opportunity.
- The purpose of business development (sales) is to convert that opportunity into a paying client.
MORE: Don’t Think of It as Selling | Success in Business Comes Second | Business Won’t Come to You | Forged in Fire: The Pains of Leadership | A Lesson in Customer Service and Reputation | Prioritize Your Prospects | Good Enough Is Not Enough
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When we meet with prospective clients – and I say this as someone who has sat in on many hundreds of meetings of this nature – we rarely give potential clients a reason to buy from us that they care about.
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