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The Discipline of Business Development

Business Development is Key to Your Company’s Predictability

This discipline creates predictability by focusing your company on people instead of profit.

It stands to reason that the more a business focuses on customers (who are creatures of habit) instead of sales, the more likely it is that the business will succeed. If you only focus on sales (profit), you’ll lean toward competing on price. But focus on your relationship with your customers, and not only will you learn what led them to buy from you in the first place, but you’ll also learn what keeps them (or could keep them) coming back.

In other words, instead of generating random sales through pricing structures, you’ll be adding zeros through your growing base of satisfied customers who like you and want to continue their relationship with you.

Need this Discipline in Your Organization?

Examples of Business In Action

Hyatt

Hyatt, the iconic American multinational hotel chain, drives revenue by building brand preference. The company uses sophisticated, quantitative strategic analytics and predictive modeling tools to identify the most profitable customers, enabling it to leverage choice in all facets of marketing. Hyatt’s strategy is rooted in a comprehensive understanding of its customer segments, the dynamics of the markets in which it does business and the effective use of new technologies.

Airbnb

Airbnb is a go-between for travelers and hosts, charging hosts a 3% commission to rent their properties as short-term accommodations and charging travelers 6-12%.

Everything Airbnb does starts with its core customers. A comprehensive digital marketing strategy is centered around hosts and guests, leveraging their experiences. Airbnb encourages users to invite new members to try its services via email, a powerful referral tool, with referrers receiving a $25 travel credit when new members undertake their first trip and a $75 credit when they host for the first time.

Airbnb understands that when guests feel heard, they’ll advocate enthusiastically on its behalf, both online and off.

Free Business Development Resources

Want to learn more about the discipline of business development? Download white papers and read our blog. Explore these free resources, put these principles and practices to the test in your company. If you need more help, you can learn more about our services.

Free Resources

What People Are Saying About Pulling Profits

Aaron Scott Young
CEO, Entrepreneur, Creator, The Unshackled Owner Program

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founder & CEO Bucket List Coaches

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best-selling author of Law of Attraction, Law of Connection and Your Life’s Purpose

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