LEAD GENERATION — THE FIRST OF THREE STEPS
LAST column discussed what a business development approach should be. It includes 3 basic steps. The first one is:
RAPID ASSESSMENT
IF IT SOUNDS straightforward, it is. It serves as the first step toward lead generation, providing a platform from which clients grow. And most importantly, it provides a tool to measure progress and successes.
IDENTIFICATION of effective and underutilized assets builds on interviews with a firm’s management, professionals and associates. We assess the current business development strategies. Brainstorming with firm management on client development and marketing opportunities ensues.
A TIMELINE is built in order to track implementation of the actions, results, and individual assignments.
NEXT column will cover the second step, STRATEGIC BUSINESS ROADMAP.