Consciously or otherwise, your business development is already guided by stability or impact. And it’s reflected in everything you do.
Marketing and stability
Those seeking stability, market their services predictably. So everything is close to what you’d expect, making their marketing instantly forgettable. They get very few referrals, because no one recommends an average service. They attract fee-sensitive leads, because when a business looks average, its fees are all a prospective client has, to determine the value.
As business owners, we need to consciously determine whether we’re willing to embrace impact over stability. And if we are, we need to decide what we’re willing to do about it, in real, actionable terms.
That’s a great place to start, if you’re working on your plans for the year ahead.