Whose needs are you focused on?
By Martin Bissett
Business Development on a Budget
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.
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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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