Productivity as a Competitive Advantage in Business Development

In professional services marketing, success often depends on our ability to get things done with limited resources. When a firm increases its productivity, it is able to produce more with the same amount of resources (work and time), which can lead to several important benefits.

In today’s world, productivity often depends on implementing the right technologies for your firm. In business development, this means identifying the manual aspects of your marketing and sales processes and selecting tools to help you streamline and automate those areas to increase your business development productivity.

When you implement tools that reduce administrative time, amazing things can happen. Let’s look at two scenarios:

Scenario 1: You spend less time on Task A.

Productivity - Spend Less Time

In this scenario, you are able to reduce the amount of administrative time spent on Task A which means the task gets done faster and you are able to move on to Tasks B, C, and so on.

Increasing productivity enables a firm to provide more “product” (in our world, hours) without increasing costs or other inputs. The ultimate result in this case is INCREASED PROFITABILITY.

Imagine the impact on your growth with tools in place to enable a doer-seller to deliver customized marketing collateral to 5 prospects in the same time it previously took them to send information to 1!

Scenario 2: You spend the same amount of time on Task A but with a greater focus on strategy.

Productivity - Focus on Quality

In this scenario, you are able to reduce the amount of administrative time spent on Task A, which frees up time for you be more strategic and work on the more complex (less clerical) aspects of the task.

You may spend the same amount of total time on Task A, but because more of this time is spent focused on strategy, the end result is INCREASED QUALITY (i.e., a better product). And in the world of professional services, this means better client experiences (which I dare say will ultimately also lead to increased profitability).

Imagine if your firm had tools in place to enable a doer-seller to take the same amount of time previously wasted searching for marketing collateral and use that time to focus on high-value relationship-building activities for a prospect!

Summary

Productivity and time management are ALWAYS topics of discussion within our firms, especially as it relates to business development. Finding ways to reduce administrative time in our marketing and sales processes helps to increase the productivity of both your doer-sellers and your marketing teams and gives your firm an advantage in the competitive professional services marketplace.

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