Business development is important for every business and refers to the action of bringing in customers or clients that are likely to make positive contributions to a companys bottom line. Business Development is all about establishing relevant and subsisting relationships in the market place.

In this article Alex Margarit offers you an introduction into the world of business development and new business acquisition. Utilizing your existing client base to maximise your inbound sales revenue.

Your existing client or customer base is the number one most important tool to increasing your firms business. The most important relationships for any business are those that it holds with its customers. For this reason it is paramount that companies consider their existing customers when identifying ways to increase their market share. Customer service theory tells as that by creating positive experiences with their clients, businesses can often reap big rewards in terms of new business referral with every raving fan client avidly promoting the business to others based on their experience.

Prospecting & Sales

Prospecting for clients is an important means to increase market share. Prospecting is a valuable part of the sales process and normally involves identifying a targeted list of potential customers that meet with the firms marketing objectives. Direct sales campaigns can then be initiated to entice them into becoming a client or customer of the firm.

Referral bases

In any given market there will often be a large number of potential referrers of business that may not necessarily be potential clients. Typical referrers can be industry bodies such as associations or clubs or otherwise other opinion leaders in the market. Opinion leaders are generally people in the market that are regarded as having an insight into the market and who have some measure of influence over target markets. Establishing valid relationships with referrers can be a wonderful source of new business.

Strategic Alliances and Joint ventures

Establishing strategic alliances and joint ventures can be a great way to maintain a focus on your primary product offering whilst simultaneously expanding your market participation. The basic premise is that there are always a number of firms in any given market who are selling to the same target markets as you are. By creating a strategic alliance with a firm who is not directly competing with you, both parties will be able to collaborate towards the one goal of better servicing their client base. Given that each firm in the alliance has an area of specialization, why re-invent the wheel. An alliance will allow the customer to benefit from a wider product range while both parties can negotiate a referral system for incoming sales.