Every ring, buzz, chirp or ringtone sounds like opportunity for business development types. Successful business development starts with communication. Connectivity between seller and buyer starts the communication process. But, with so little time and such large targets, how does a burgeoning sales superstar blaze a trail to excessive revenue? With assorted tools to mine leads, track inbound marketing efforts, attract traffic through social media, many roads exist toward revenue growth. Nevertheless, to start the road to results, make the call!

Prospects
Successful sales efforts begin with individual contact. Despite technology, sales efforts inevitably require personal connectivity. Face to face, voice to voice communications achieve a deeper sense of interactive discussion. Anecdotal examples of significant deals happening between parties without personal contact exist. But, those instances typically require trusted and established brands that behave like individuals. And, even that is rare; which is why it generates attention when it happens. Essentially, to get a sales opportunity progressing, one party must have either an offer or a want. Any entity can request collateral, but a genuine, vetted prospect has enough information to progress toward satisfying their want. Pursue connectivity with genuine, vetted prospects. Offers reinforce the road to legitimate opportunities. But like any race, better preparation promotes better performance. Better performance demands knowing the industry, knowing the prospect, knowing the primary contact. Prospects become customers upon accepting solutions that specifically solve a problem or satisfy a want. Connectivity makes that happen.

Referrals
Referral calls are different. They still require connectivity between two people to establish business possibilities. But, they benefit from an intermediary that accelerates the connection process. People do business with people. Referrals bridge connectivity among people. The enemy of my enemy may or may not be my friend. But, the friend of my friend can easily become my prospect. Make the call to the intermediary with the expectation of leap frogging steps to connect with the prospect. The new introduction is not the result of a favor, it is a byproduct of the investment in the initial relationship. Make it worth the friend’s while for facilitating the new connection. Shared secrets, recurring coffee conversations, exchanged industry intelligence, prior important introductions all qualify as worthwhile investments. Exchanging referrals tend to have reciprocal value. Make the call to a referral source when preparation yields a specific opportunity for results.

Connectivity is most successful when the lines of communication are crystal clear. State intentions from the beginning when connecting with prospects or referrals. Respect their time and it is easier for them to respect the value. Making the call to establish effective communication; it is key to connectivity. Make the offer important to the recipient. Either be a people person, or definitely be a process person. Just, strategically cultivate relationships and structures leading to successful sales. Master the tools that connects individual personalities and always aim toward the goal of creating value. Successful sales result from exchanging value so that both parties are satisfied. Deliver satisfaction. Make the call.

By Glenn W Hunter
Principal of Hunter And Beyond