The BD Team Model
What is Business Development?
"Everyone is a Salesperson."
That’s false...but, everyone IS in Business Development
The dictionary defines Sales as "the transfer of ownership and title to property from one person to another for a price."
In other words, Sales converts prospects into a customer by rapidly transferring the product at an agreed price.
Salespeople are highly skilled to quickly convert prospects.
Amateur salespeople could actually destroy brand trust.
However, EVERYONE is in Business Development.
I've seen so many companies, especially large companies, suffer "Flag Pole Syndrome" where headquarters employees drive policy or processes that cause customer failure or neglect.
Here is how to fix it...
Employees fall into one of two categories:
1. Business Developer = Any employee directly influencing prospect or customer perception
2. Business Development Enabler = All other employees support the Business Developers
For example, a Business Developer could be a front-line direct billable employee working at a customer site. The Business Development Enabler would be a back-office accounting person managing time sheets for those employees.
Every employee has a customer.
Business Developer's customer = Buyers of your product
Business Development Enabler's customer = Business Developers
Business Development Enablers are responsible for efficiently and effectively leveraging corporate assets to support Business Developers, as shown in the Business Development Team Model below.
The brand is a container of trust, and branding is the act of filling the Brand Trust with promises kept.
Every employee directly or indirectly impacts the delivery of a corporation's promises to the customer.
The three drivers of Purpose, Empathy, and Truth lead to increased trust.
Greater trust increases brand value.
Purpose, Empathy, and Truth also increase employee engagement, leading to positive customer experiences that increases corporate growth.
Purpose, Empathy, and Truth yield enthusiastic early adopters and corporate partners that increase growth.
Increased brand value yields corporate growth, in turn growing the total value of the corporation.
Continual cycles of customer advocacy increase Purpose, Empathy, and Truth.
This continual growth cycle results in the Brand Trust Flywheel continually growing revenue.
Therefore, every employee is responsible for implementing the Brand Trust Flywheel to win and keep customers.
Tony Gray, BDP
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Learn more in the “Business Development Body of Knowledge (BD-BOK).”
Get your copy of the BD-BOK on Amazon today!
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