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Business Development Plan

Building a Pipeline

• Define our target market• Create a prospect/lead database

– Categorize the list• Include source• Vertical market

– Prioritize

• Leads vs. Opportunities– Leads are converted to opportunities and entered into

the pipeline once a specific opportunity has been identified and qualified

– Typically a qualified opportunity has a requirement defined with timeframe and budget allocated

• Networking with existing friends, colleagues, and acquaintances

• Lists brokers or homegrown– Online directories– Associations

• Website/Blog• Affiliate Program • Attending industry/trade meetings and walking the floor• Securing speaking engagements at local and regional

associations or interest groups• Hosting breakfast meetings for like titles• Cold and warm telephone prospecting• Direct mail/e-mail/fax prospecting followed up with direct

telephone calls

Lead/Database Development Activities

Sales Process

• Generate a lead• Engage/qualify customer • Write a proposal • Present the proposal • Refine Proposal• Close, rinse, repeat

Prospecting 101

• Create prospecting letters/emails• Pick up the telephone and call• Set aside at least 20% of time for

prospecting• Track response rates and successes• Refine message as needed• Manage the rejection that comes with

selling

Pipeline Classification

• 90% confident you'll get the sale • 50% confident you'll get the sale • 10 % confident you'll get the sale • Discussion stage

Sample Pipeline Report

Next Steps

• Create prospecting database– Every employee reach out to friends and family

for leads/referrals• Social Networking – create canned

announcements/introductions to be posted on Facebook/MySpace/Twitter/LinkedIn/other

• Promote referral fees ($xxx for every converted lead)

– Existing Lists– Target verticals

• Prioritize specific vertical markets and geographies so that we can test messaging (eg. Dentistry)

Next Steps

• Promote referral program– Need to send details to everyone in the

company

• Flip all leads to Sales Team for follow up and qualifying– Introductory email (we will provide sample

copy)

FEED THE PIPELINE ! ! !