Business development: Do you know where you're going?

Last month I participated in two webinars to brush up on my speaking skills.

Two women from a company that offers coaching around these skills presented the sessions, which were sponsored by a second company.

At appropriate times during the webinar, the instructors referenced the sponsoring company and what it did.

However, because the messaging seemed unclear, nothing resonated. I actually have no idea what the company offers.

Two weeks later, I received a call from this company, the sponsor. Here’s how the conversation went:

Guy on phone call from sponsor of webinar: Hi, this is [Mike] from [sponsor company]. Just calling ‘cause I wondered if you had any questions or need more information about [sponsor company].

Me: Actually, I didn’t really understand what your company does. So, I don’t have any questions and I don’t know that I need any information.

Guy: Ok. Uh. No problem.  Uh. Why did you attend the webinar?

Me: I speak as part of my work….

Guy: … So you were building skills for yourself?

Me: Yes.

Guy: OK. Uh. No problem. Well, you have my number. If you need anything or have any questions, don’t hesitate to call me.

That was it. We each hung up the phone. 

And this sponsor made no sale, no impression, and no opportunity.

And I still don’t know what the company does. 

I have no idea if its services would be of benefit to me or my company. 

And I certainly did not save his number to call him in the future.

Why you need to know where you’re going

You can learn from this example why it’s a good idea to have talking points when you’re making calls. 

Or to even have your introductory sentences written out or memorized so as you’re working through any nervousness, your mouth knows what words to say.

Eventually, however, you have to be prepared to have a conversation with another human being. And not just have a conversation but lead a conversation. 

Because everything in life cannot—and should not be scripted—and because you want to have a personality on the phone while at the same time know where you’re going.

In this case, he could have given me a 1-minute description. 

Or asked my permission to explain what his company does. 

Or, if it’s an app or online company, offered a demo.

Or he could have asked about my company so that he could tailor his company description to my business needs. Or even decided if my company is right for his company’s offerings.

We all get tongue-tied. Or our brain freezes up, and we get thrown off. I get it. 

The only way to learn how to deal with these situations is to practice: have lots of calls and just as many role plays with someone who can coach you through it. 

You can even be brave, by calling the person back and asking for a do-over.

If you want to learn more about working with corporations and ways you can expand your corporate portfolio, join me for a webinar hosted by PANO on March 24, 2022, 1-2 p.m. EST, called Expand Your Corporate Portfolio: More Ways to Collaborate with Corporations. To learn more and register, click here.