BD03 | Overview & Goals

At this point you fully understand (if you didn’t before) that the focal point of every business development decision, tactic, tool and process is focused on thing and one thing only. Your target audience. (If that’s not the case, do not pass go, do not collect $200. You’re not ready to move on.)

The more fully you understand your target audience, as well as the sources of influence that pertain to that target audience, the more successful you will be. That’s because you will be in an increasingly better position to laser-focus your messaging (and channels) on themes that will pull your most desired target prospects through every phase of your marketing/sales funnel. (We’ll be getting much deeper into the concept of funnels as we push forward.)

This gets back to the idea of the need for solid information before starting to develop any business development program. Security companies and their sales consultants waste untold amounts of time and money because they don’t do their homework up-front, and instead just starting pushing buttons and pulling levers trying to create leads. It just doesn’t work (as I’m sure you already know).

So in this module, we’ll cover how to get the information you need to load up your lead-generation machine and make sure it’s pointed in the right direction.