Lead To, Not With

As I mentioned the other day, I had the privilege to present at SMPS Heartland Regional Conference last week. All of the presenters did an amazing job. A few that discussed business development had a few great takeaways including leading to services and not with services.

This suggestion is about not forcing your services upon your prospects. Instead, have a conversation about their needs and challenges. You want to discuss what is causing these needs and pain points such as new regulations, changes in the industry or new competition. When you have a higher level conversation with them, you are held in a higher regard and are not selling. If done correctly, your conversation will lead them directly to your services.

This sounds relatively simple, but yet it is really a powerful notion when you stop to think about it.