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The Discipline of Business Development

Business Development is Key to Your Company’s Predictability

This discipline creates predictability by focusing your company on people instead of profit.

It stands to reason that the more a business focuses on customers (who are creatures of habit) instead of sales, the more likely it is that the business will succeed. If you only focus on sales (profit), you’ll lean toward competing on price. But focus on your relationship with your customers, and not only will you learn what led them to buy from you in the first place, but you’ll also learn what keeps them (or could keep them) coming back.

In other words, instead of generating random sales through pricing structures, you’ll be adding zeros through your growing base of satisfied customers who like you and want to continue their relationship with you.

Need this Discipline in Your Organization?

Examples of Business In Action

Hyatt

Hyatt, the iconic American multinational hotel chain, drives revenue by building brand preference. The company uses sophisticated, quantitative strategic analytics and predictive modeling tools to identify the most profitable customers, enabling it to leverage choice in all facets of marketing. Hyatt’s strategy is rooted in a comprehensive understanding of its customer segments, the dynamics of the markets in which it does business and the effective use of new technologies.

Airbnb

Airbnb is a go-between for travelers and hosts, charging hosts a 3% commission to rent their properties as short-term accommodations and charging travelers 6-12%.

Everything Airbnb does starts with its core customers. A comprehensive digital marketing strategy is centered around hosts and guests, leveraging their experiences. Airbnb encourages users to invite new members to try its services via email, a powerful referral tool, with referrers receiving a $25 travel credit when new members undertake their first trip and a $75 credit when they host for the first time.

Airbnb understands that when guests feel heard, they’ll advocate enthusiastically on its behalf, both online and off.

Free Business Development Resources

Want to learn more about the discipline of business development? Download white papers and read our blog. Explore these free resources, put these principles and practices to the test in your company. If you need more help, you can learn more about our services.

Free Resources

What People Are Saying About Pulling Profits

Mark C. Thompson
best-selling author of Admired - 21 Ways to Double Your Value, Success Built to Last and Now, Build a Great Business!

"Brad Sugars and Monte Wyatt know that leaders don’t build businesses – leaders develop their people and it’s the people who build businesses. But how do you get that to happen? Brad and Monte know – and they’re sharing their insights with readers. As two of the world’s leading executive and business coaches, Brad and Monte have taken their proven strategies for finding hidden value in all aspects of an organization, from the bottom up, and they’ve created a step-by-step method for exponential growth. Pulling Profits is that rare book: a truly practical guide to creating a stronger, more profitable business."

Sharon Lechter
CPA CGMA, Author of Think and Grow Rich for Women, Co-author of Outwitting the Devil, Three Feet from Gold, Rich Dad Poor Dad and 14 other books in the Rich Dad Series

“Pulling Profits reveals how to identify new income streams by pulling enormous wealth out of overlooked areas of your business. Using their vast experience as two of the world’s leading business and executive coaches, Brad Sugars and Monte Wyatt offer a system to help you achieve sustainable, exponential growth in all levels of your organization. They provide definitive action steps to fix what needs help, and even to vastly improve what’s already working well. Pulling Profits is a handbook for building a sustainable business.”

Bryan and Jeffrey Eisenberg
partners in Buyer Legends, and authors of national bestsellers Call to Action and Waiting For Your Cat to Bark?

"When a business knows its people and understands its clients at a personal level, the business will grow. It seems simple, but execution takes discipline and a well-thought-out strategy. That’s what Pulling Profits provides: a plan of action for exponential growth, thanks to its focus on people. It gives business owners the tools to make detailed assessments of their companies and the part that everyone in an organization plays in its success. Only when you truly understand every stakeholder, from customer to colleague, can you start the strategic thinking you need to build a sustainable and profitable company."