Ben and Jerry’s Approach to Business Development
When Ben Cohen and Jerry Greenfield took a correspondence course on making ice cream and opened their first scoop shop in Burlington, VT, they weren’t setting out to become known internationally. Their goal for their product was far simpler: they wanted to make the best ice cream possible.
Ben and Jerry reached this goal by focusing on their customers. They took the time to research what their customers wanted, and then they put their efforts into creating new flavor combinations and trying new products. But their customer focus didn’t end with their first taste of success; even today, they continue to study sales and change products as needed.
Of course, this business development model doesn’t just work for making great ice cream. When you’re working with a business development consultant to increase legal sales, you’ll receive similar advice about doing your best work. Specifically, you’ll learn to focus more on your clients by:
- Knowing who they know.
- Knowing what they read.
- Knowing where they go.
How will getting to know your clients help you develop your law business?
Know Who Your Clients Know
Who are your clients’ colleagues? Who are the executives in their agency? What sorts of activities are they involved in outside of the workplace? By answering these and similar questions about your clients, you will have the opportunity to tailor a marketing message that speaks to them and to make a connection with other prospective clients as well.
Know What Your Clients Are Reading
Do your clients read the Wall Street Journal to stay current on general business news or do they get most of their information from trade magazines? How often do they read blogs written by their competitors? What’s their favorite comic strip? When you know what your clients are reading, you’ll be able to keep up with that information – and to work it into your sales proposals.
Know Where Your Clients Go
What conferences do your clients attend? Where do they hold company meetings? Which restaurants do they prefer when the time comes for a major celebration? Knowing this kind of information not only helps you better understand what they’re learning and what’s important to their business, but it can also help you connect with more prospects. Even something as simple as knowing their favorite restaurants can come in handy when you need to suggest a venue for a proposal presentation or want to get together to brainstorm around an issue they’ve been facing.
Client relationships will always be an essential part of business development. The more insight that you have about your clients, the more effective your proposals will be, allowing you to enjoy even more sweet success.
