The Nature of Business Development
Organic business development requires a comprehensive, coordinated 3-part effort. You must have sufficient strength in each of the marketing and sales support and customer service areas of your company to attract, acquire and retain customers.
The Venus Fly Trap is nature’s equivalent of a well-run marketing and sales support and retention program. Like many plants they get fed both from gases in the air and nutrients in the soil. But it is in catching the “right” insects that will help the flytrap truly thrive rather then just exist. To be considered carnivorous, a plant must attract, capture and digest some kind of animal life.
The plant must first secrete a sweet-smelling sap that is attractive to its’ intended prey (marketing). After an insect lands on the plants’ trap it will close, but not all the way, in about one second. Insects that are too small or too large are released because they provide inadequate nutrition or are “too big to swallow”(sales qualification). Stones, nuts or other inadvertent objects are released in about twelve hours if they don’t meet the flytrap’s expectations (firing the wrong customers). If the plant finds the captive bug to its’ liking however, (the “just right” customer), the trap is shut tight never to open again until the next catch (retention).
Just so you know, successful, natural business development and local lead generation must work together in just the same way, with all three steps to build long-term loyal customers and revenue stability through an integrated marketing communications program.
Things in nature usually work very well. Design your marketing and sales support and retention process just as well to build long-term repetitive success.