We all know about the 4 P’s of marketing (Product, Price, Promotion, Place), but is your small business following the 3 E’s of business development?

1. EFFICIENCY

Time is our most precious resource – are you wasting it? Many business development activities can be a huge time drain. Confusing activity with progress is a trap. Concentrate on approaches that pay back what you put in.

2. EFFECTIVENESS

How does your business development activity stack up against other approaches? It’s easy to accept pitiful response and lead generation rates as the norm, but that doesn’t mean far better results are unobtainable. Look for things that break the mould.

3. EMPATHY

Do you appreciate being treated like a number? No, and neither does the person you want to approach. Hunting for quick wins via techniques that lack empathy is the fastest way to alienate people. Ensure all your business development activity puts the recipient front and centre.

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Cold outreach is pointless if it wastes time, offers scant reward or fails to build meaningful relationships. To succeed at business development, only engage in activities where the 3 E’s reign supreme. You’ll be amazed at the difference it makes.