It’s not a business development plan if you don’t write it down
Dear Marketing Agony Aunt
My line manager is insisting I write a personal business development plan for 2021. I bring the business in – isn’t this just a waste of time?
Business plans are like diets…we start with really good intentions but after a couple of weeks we drift off…we return to old habits or think there’s a better short cut to our ideal weight or we indulge in another faddy diet for a bit before circling back round to where we started.
Writing a plan down reminds us what we were meant to be doing and why as we will eventually need to remind ourselves periodically.
We all have so little time we have to have a plan or we expend much of our energy on activities that satisfy our desire to do (or be seen to be doing) something constructive but are frequently the things that we find easier to brace up to and which are quick to do rather than the harder activities that might seem hard or a bit of a grind but which are a much more important investment in our business or practise longer-term. Without a plan that investment activity is much less likely to happen.
Also, crucially, without having through in advance what we are aiming for how will we know we are successful? We might have generated enough fee income but if we started the year wanting that fee income to come from more new clients, or fewer larger clients, we seriously run the risk that our business generation is on a downward spiral circle of squeezing as much revenue out of a dwindling collection of clients as we can – it works for a bit but it will lead to diminishing returns over time.