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Sales Speak: Keys to Business Development Success

By Allan Colman
January 30, 2013

The key to success in business generation is to keep the end in mind. Profitable firms invest in long-range marketing capabilities; that is, they take a view of the desired end result, land new work, and incorporate these goals into their support systems.

Business development, if properly implemented and managed, should focus on and take advantage of client targets that are already on the minds and on the lists (written or otherwise) of the firm's professionals and partners. Financial and management consulting firms remain salutary models, as historically they have been much more focused on specific deliverables and closings. They take to heart the axiom: “Always keep the end in mind.”

Here are a few strategies that will help you create business development situations that make the most of your professionals' time and increase your chances of closing the sale.

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