How a 2 + 2 Small Business Development Strategy Helps You Attract and Win New Clients
By Deb Feder
To grow a small business requires running your day-to-day while also fitting business development into an already tight schedule. If you are spending your days scrambling to get work done, and then at the end of the day collapsing while also trying to find the energy to figure out how to keep the business expanding, then it’s time for a new approach to bring in business, and without ignoring your many priorities already in the queue.
The following 2 + 2 strategy, which balances two monthly strategies with two weekly implementation goals, is flexible and allows you to address changes in your team, market, or offerings. It is also specific so that implementation is easy and effective. If you follow this plan, you will still have plenty of time to focus on the immediate priorities on your plate.
Monthly small business development strategies
Monthly task #1: Create your core content plan
Whenever you speak to clients and prospects, you need to be crystal clear on what your business offers. Start every month with a brainstorming session that confirms the core offerings of your business, the benefits to clients, and what people should know about your work. You can add to this a list of common questions clients may be asking you and your team. You can later refer to this information as content for your social media and marketing materials.
Once you have finished brainstorming, consider the following questions:
- Does this list accurately describe our offerings, value, and benefits to our clients?
- Am I diminishing our business expertise in hopes of attracting more business?
- If I asked a current client to describe what it's like working with us, would they agree with how I worded the offerings in this document?
- Have I included common questions (no matter how obvious the answer) that we hear frequently?
This brainstorming session should be synthesized into a monthly one-sheet for you to distribute to your team and that everyone refers to during the month.
Monthly task #2: Update your network.
As a small business owner, you likely know a lot of people—your list of clients, connections, and community members who know and support you might feel daunting. While a great contact management app can help organize your contact list, you still need to develop a monthly networking priority plan. This starts by identifying your most important conversations for the upcoming month (current clients and hot prospects), while also balancing and nurturing your larger network.
Each month, identify:
- Prospective clients who are in active conversations with your business
- Current clients who have active projects and are possibly looking to hire you for additional work
- Referral partners who consistently send you names and introductions to potential clients or other collaborators
Consider this list to be your core “hot list” of connections. Then add to this list any additional contacts, such as former clients, new introductions, and industry colleagues.
Updating this list each month will give a starting point on who to connect with each week versus staring at spreadsheets and wondering whom you may have forgotten to call.
Your weekly tasks for business development
To implement your monthly strategies, do these weekly tasks:
Weekly task #1: Engage in good conversations
Having ongoing and consistent conversations with your contacts serves as a meaningful way to advance your business development goals. Whether it is an introduction, advancing a conversation with a prospect, following up on a lead, or engaging in a catch-up call with a current client, you're spending time and focusing on the individuals who may want to hire you. Plus, you are naturally engaging in business development without ever having to get “pitchy.”
Make sure that you conclude your conversations with these two questions:
- Is there anything else I (or my team) can do to help you out?
- Is there anyone else I need to know?
Weekly task #2: Make sure people know what you do
Social media is a simple way to share your expertise with a wider audience, while also updating current clients with industry trends and news. First, pick the platform where your ideal clients are hanging out when they are thinking about the services and resources you offer—(often it's LinkedIn if you offer professional services).
You can refer to your monthly brainstorm for updates on what to share. You want to convey the great things your business offers and your commitment to your clients and community, such as wins for your clients (with their approval of course), developments in your niche, and ways that your company provides service to clients that is unique in the market. This is also a good space to answer common questions your company is asked by new (and returning) clients. Your goal is for potential clients to get a feeling of your company’s values and the benefits of working with you.
A 2+2 business development strategy
Using a simple 2+ 2 strategy that is flexible enough to address the changing trends and offerings of your small business allows you to remain consistent in conversations while sharing important content to a broader network. Balancing the two priorities of day-to-day business tasks and forward-thinking planning for growth is an effective way to jump-start and rethink business development for your growing company.
FAQ on the 2+2 strategy for business development
What is a 2+2 strategy?
A 2+2 strategy balances two monthly strategies with two weekly implementation goals to ensure that progress is made toward long-term business growth goals without shortchanging day-to-day tasks.
Are new clients or old clients more important?
While both are important, current clients are great resources to learn from and often offer opportunities for additional work. Reconnecting with former clients and building new relationships allows for a strong pipeline of leads and the evolution of your business.
How do you balance priorities as a small business?
Priorities will always compete for time and attention. Make sure you identify what are true priorities that further client goals and the management of your business to ensure they are not overshadowed by the busy work that often seems more important.
About the Author
Post by: Deb Feder
Deb Feder, CEO of Feder Development, LLC, is a business growth coach and strategist focused on helping lawyers and leaders build outstanding careers. Deb’s approach focuses on turning conversations and connections into opportunities while managing the demands of modern careers. Prior to founding Feder Development, Deb practiced corporate law for 15 years. Deb completed her coach training and certification through New Ventures West and completed the training in The Daring Way™, based on the research of Dr. Brené Brown. She is the author of After Hello: How to Build a Book of Business, One Conversation at a Time.
Company: Feder Development, LLC
Website: www.debfeder.com
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