New business is an interesting space to be in at the moment; although if I’m honest, it’s been interesting for 23 years!

We have approximately 55 clients and a good proportion of these have won business this year, with fees totalling £3.5m so far. There is, however, a fine line between those who win business and those who don’t, particularly in this climate.

Setting the meeting with the right person at the right time is our job, but maximising the opportunity is obviously the responsibility of our clients. Our approach on the phone tends to focus on a rational sell (relevant experience, case studies, size and location of the agency we’re representing etc). The meeting itself then tends to be more about the emotional part of the sell (chemistry, trust etc) as well as the reiteration of the experience.

So, based on our experiences this year (and in no particular order), here are our top 5 reasons why prospects are prepared to give out a brief or an opportunity at a cold meeting:

1. A willingness to listen to the prospect’s priorities and challenges

2. A demonstration of flexibility of approach and potential solution

3. A clear and simple proposition with absolute relevance to the prospect

4. A desire and hunger to work with the prospect

5. A Trojan Horse such as an audit or workshop

Do you have any others to add?

Alchemis has set you a really good quality meeting and now it’s up to you to maximise the opportunity.

Here are our top 5 tips for making sure you achieve your first meeting objective of securing a second meeting.

1. Research the prospect, their marketplace and their competitors with the aim of developing opinions, observations and insights – these insights show you’ve done your research, that you’re capable of independent thought and also allow you to bridge the gap between the social niceties and the business end of the meeting

2. Always set the scene – signpost the journey and state the desired destination up front. Pre-closing makes the end of the meeting more relaxed for everyone

3. Do NOT bore the prospect with a Powerpoint presentation – take sharp tools (aka case studies) and leave your comfort blanket at home

4. Prepare and ask a series of planned and considered questions, giving you the information you want from the meeting – focus on their challenges and priorities

5. Pre-empt the prospect’s likely objectives to using you; putting objections on the table allows you to deal with them or at the very least, lets you know why they won’t be using you

I’m often asked by prospective and current clients about what makes a good business developer, the assumption often being that it’s all about the gift of the gab.

This couldn’t be further from the truth; effective business development is all about listening and being genuinely interested in your clients’ and your prospects’ challenges, priorities and their marketing and business goals.

Effective salespeople are almost always extremely organised, although not to the exclusion of their passion about their offer or their business. Equally important is the ability to get on the same wavelength as your prospect or client, helping to build a strong working relationship based on both chemistry and trust.

There are no great secrets to effective business development; it’s a relatively straightforward process based on common sense and hard work.

Does anyone else have any tips or opinions?