If you run a business.

I assume it’s a worthwhile business.

Isn’t it?


You can test whether your business is a worthwhile business if you like.

By asking yourself two, two-word questions.

Both questions from the viewpoint of your customer.


The two questions are:

Why me?


Why now?

New Business Development.

New Business Development.

You know.

Those three words you use when you’re pretending not to be talking about ‘sales’.

All New Business Development means – fundamentally – is answering just these two questions.

And if you cannot answer them both.

Convincingly and compellingly.

In your own mind and in the mind of the consumer.

You are not answering why you are worthwhile and why someone should buy from you.

Right now.

So you won’t sell anything.

Simple, really.

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