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Satisfy Your Constituents through the Discipline of Business Development

Monte Wyatt & Brad Sugars, Nov 28, 2019

An organization has to satisfy five constituents in order to grow. These constituents are the company, the customer, the team member, the stakeholder and the community.

The 5 Disciplines help a company to do that, because each discipline satisfies two constituents. When the business is not just maintaining each discipline, but adding zeros to each one, typical results include increased revenue and profit, greater customer loyalty, increased employee retention levels and engagement, growing communities, and companies that will last for decades or generations.

The Discipline of Business Development satisfies the Company and the Customer. The Company benefits from the Discipline of Business Development because long-term profit growth and predictability means it will be around for a long time.

The Discipline of Business Development creates predictability. You increase predictability when you focus on people instead of profit, because people are creatures of habit. About 40% to 45% of what we do every day sort of feels like a decision, but it’s actually habit. Predictability creates sustainability, and predictability comes from understanding the causes of past growth to calculate future exponential growth.

Excellent business development and predictability comes from testing and measuring your numbers in three essential areas:

  • Marketing
  • Sales
  • Customer Service

Predictability is not to be taken lightly it is a driver of long-term success.

Here's a good example. One weeknight, Monte took his family to dinner at a steakhouse where, at 6:30 p.m., no one else was there but them. The menu listed several special prices for some of the regular items, and everyone decided to have one of the specials. But when Monte's family ordered, the waiter told them that they’d been given the wrong menus, and that the clearly advertised specials were not in effect. The restaurant refused to extract itself from its mistake and honor the specials and so, for the sake of about $25, the restaurant lost sorely needed repeat customers. To no one’s surprise, the place closed shortly after. Monte and his family apparently weren’t the only ones who felt the place had lost all credibility.

When we get business development right, people know us and where we’re going. Not getting it right means we’e always trying to get new customers while ignoring the previous ones. Getting 10 new customers a day through our marketing efforts while losing 20 customers a day because our service is terrible is not sustainable : after a while, we’ll cycle through every possible client without giving them reasons to come back.

Customers value stability and predictability, so the overlap of People and Business Development pleases them because employee training that rewards professionalism creates expectations of excellent service, leading to repeat business and referrals.

To recap, for any organization to grow, it must satisfy five constituents: the company, the customer, the team member, the stakeholder and the community. The Discipline of Business Development satisfies the Company and the Customer. The Company benefits from the Discipline of Business Development because long-term profit growth and predictability means it will be around for a long time.

We'd love to hear from you. How does your company benefit the customer through predictability? Thank you for sharing.