Richard Woodward

Strategic Planning Facilitator, Business Development & Sponsorship Training

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Are you getting enough Attraction action?

If your approach to developing new business is based only on identifying and approaching prospects, you might be missing out on attracting business to you

What is attraction?

Put simply, it’s about undertaking activities that put yourself and your business in front of your audience and then attracting those potential clients, customers, sponsors and donors to you

What might this look like?

The most obvious methods of attraction are speaking at events where your audience is present and writing articles for publications that your audience will read. Alternatively you can construct your own event or publication where your audience can sample your approach

The key in all these cases is to talk about issues that your audience faces and the ways they could overcome them. Throw in an example or two of how you have helped other people in a similar situation and you have the basis for attraction

There are several advantages to this approach:

They “experience” you

The audience gets to experience you, to get a real sense of your approach and what you’re about which means that…

You attract the right people for you

People like to work with people who see the world as they do. People who like your approach and share your view of the world will be attracted to you, people who don’t won’t be.

The numbers are in your favour

Approach 100 people and you might get 95 knock backs to find your five clients, speak to the same 100 people at an event and the same five people will be attracted to you without having the 95 knock backs

Positive reinforcement

You escape the negative reinforcement of the rejection (although you do miss out on the learning of why someone is not interested in what you have to offer)

You expand your prospect universe by 100%

You attract businesses that you have never heard of. Whilst your competitors are all approaching known prospects, you’re flushing out new businesses that you would have never considered approaching because you were not aware they existed

You stand out

There may be hundreds of people offering what you offer, this way you stand out from the crowd and YOU get noticed.

Differentiation through specialisation

In industries where there is little distinction between product and price offering, it can allow you to be seen as the leader in a specific area. An example from my marketing days at KPMG would be where we invested heavily in time and effort to run a breakfast seminar immediately after the government’s budget to discuss its tax implications for business. This attracted both our clients and our competitor’s clients

No need to sell – Just talk and write

For people who are less comfortable with the idea of selling, the good news is that you don’t have to sell ever again, just talk and write.

You are in the game

Imagine a room full of your prospects listening to one of your competitors speak. A desirable situation? Thought not. Put simply, if you’re not attracting you will not attract anyone. If your competitors are attracting, then they will have that competitive advantage

It works!

My approach is based on attraction. Is it time consuming? Yes. Is it enjoyable? Yes. Is it rewarding? Absolutely.

Your challenge

I challenge you to think of how an attraction approach could be applied to your business …..and then do it!

Good luck

Categories: Business development, Sales techniques

RICHARD BLOGS REGULARLY ON:

  • Business development
  • Client retention
  • Propositions, Proposals and Presentations
  • Questioning and listening skills
  • Sales techniques
  • Sponsorship and corporate partnerships
  • Strategic Planning Facilitation

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About Me

Richard is a business development strategist, trainer, speaker and author who has worked with leading organisations since 2004 to help them attract and retain new business.

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Richard Woodward & Associates Pty Ltd PO Box 908 Bondi Junction 1355 Sydney, Australia

Phone: + 61 2 8964 4350
Mobile/cell: 0414 886 018

Email: richard@richardwoodward.com.au

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