Fear and boredom are not a good combination, especially when they’re the overriding emotions you feel every time you confront the reality that you could be doing more to win new business for your agency.
I used to extol the virtues of a well-rounded business development program until I realized I was never going to get agency leaders to do things they didn’t like to do. I’d just be continually fighting the impossible fight against fear and boredom.
Instead, I learned that defining a strategy and set of tactics that were aligned to their strengths was the shortest, most efficient way to fill their pipeline. I also discovered that most small agency owners fit into one of four different new business personality types.
Which one are you? The answer may change your feelings about business development from fear and boredom to confidence and enthusiasm. Read more.
Going after new business puts you in a vulnerable position. There’s always a risk that you’ll be unable to persuade the other party to buy what you’re selling.
We don’t like feeling vulnerable or being rejected. In fact, it’s deeper than dislike. It’s straight-up fear. To avoid the fear, we might convince ourselves to stay in our safe place and keep doing whatever it is we’ve been doing (or not doing), no matter how unsatisfying or unproductive it is.
The devil you know…
Until a crisis shakes us out of complacency and forces us to act. And then we scramble to fix the crisis, dipping back into our network or lowering our price because we need a win.
What would change for your agency if you could take fear out of the equation?