Business strategist, Clive Enever, joined us once again this week, sharing some excellent food for thought with respect to sales and business in our PD Thursday videoconference.

Clive began his presentation with an exploration of ‘change’. As many of us are experiencing now, change can be a frightening thing. But, as Clive explained, when you take charge of change, it can be a catalyst for considerable improvement.

As designers, we’ve all honed the skills of preparing briefs for clients: before we begin to design a new space, we need to assess the parameters of the site (limitations, challenges, and potential), along with the needs of the client (how will they use the space?).

Like a well-designed kitchen or bathroom, a business needs the same assessment and ‘wide-angle view’ to be a success. A business plan is essentially your ‘brief’, and it should set out the following clearly and cohesively:

  • What service or services do you deliver?
  • How do you provide these services, and to whom?
  • What activities are essential to ensure success?
  • What challenges are you likely to encounter?
  • What additional learning may be required to achieve your goals?

 

When you’ve mapped out the above, you’ll be better placed to work on the four items Clive believes are crucial for business and sales success:

#1 Qualifying Statement

When you know who you want to work with, you’ll become proficient at identifying your prospects quickly and efficiently. Time is precious, and you need to make sure you’re focussing on the right people at the right time.

#2 Mission Statement

When you’ve developed and honed your mission statement, explaining who you are, what you do, for whom and why will be a breeze.

#3 Statement of Intent

If you’ve ever struggled to explain your services and processes to unknowing clients, a Statement of Intent is what you need. By summarising what you do clearly and concisely, you’ll be better placed to sell your services without the ‘ums and ahs’.

#4 Goals, goals, goals

Clive believes that identifying goals, tracking their progress and celebrating the wins are all essential to business and personal growth and success. Knowing what you want is as important as knowing what your client needs – make your ‘rewards’ your starting point, and you’ll be well on your way to getting what you want from life.

I bargained with Life for a penny,

And Life would pay no more,

However I begged at evening

When I counted my scanty store;

For Life is a just employer,

He gives you what you ask,

But once you have set the wages,

Why, you must bear the task.

I worked for a menial’s hire,

Only to learn, dismayed,

That any wage I had asked of Life,

Life would have willingly paid!  

Jessie Belle Rittenhouse

1869–1948

Clive has generously offered KBDi Members access to his business plan template and a free call to help you discover how you can better move forward. You’ll find the template here.      

Missed this videoconference? KBDi Members will find a recording of this session in their Members Portal on Friday, 28 August.