Longer Term Business Development…

Professional service firms often emphasize creating leads now.  Short-term leads aren’t always the best leads. These short-terms prospects have typically been working with another firm for many months, and are ready to buy their services. If you call these prospects, you may be brought into the process, and you may get lucky…but the other firm has dedicated the time and effort to position themselves to win the work. You may appear opportunistic-centric rather than relationship-centric. You may end up simply being a price check.

Most professional services are not bought on impulse. Place a higher priority on generating and nurturing long-term leads. Long-term lead generation takes a “long” time – often 2-4 years. Create a strong list of prospective clients, and use a variety of marketing and business development tactics to progressively show your genuine interest in these people and their business. Simultaneously, build trust and rapport so that your prospects begin to understand your skills, capabilities, and experience.

Incorporate long-term lead generation and nurturing into your business development process, and realize, albeit over a period of time, dramatic growth within your company.