How to make sure your pipeline is set up for success

Henry runs a company called Carbon Global with his best friend Sam. They trained as actors, so they approach it a bit differently than other business owners. That gives them a unique selling point in itself, as they incorporate a lot of acting training into their business. They operate a B2B lead generation and business development agency. They are often told as actors that the art of conversation lies in listening, and that principle also applies to lead generation and business development.

Henry liken it to dating apps: swiping left, swiping right, trying to find synergy with people. Dating in real life is like business development in terms of transforming that synergy into chemistry, and then the proposal is akin to sales. Moreover, keeping a client happy, as they all know, is much like marriage. For him, you must compartmentalise this process if you venture too far, and this is something that many businesses misinterpret. Lead generation, business development, and sales are three distinct skills one must learn.

Make sure every single person you speak to is documented. Everyone wants to feel special. Do your research, whether that’s the industry or the prospect.

Ensure you understand your subject thoroughly and be specific when speaking with others, as there are thirty other individuals Henry has called today who have poorly sold their goods. Strive to be the memorable one. Avoid selling to them.

Do not sell. Try and understand them. Try and build up a relationship.

Consider whether there’s synergy. Truly assess if there’s synergy on both sides, as a marriage requires it to work. Observe if you can cultivate that chemistry over time; eventually, they may wish you to get down on one knee.

The fourth point is to be human. This is something we emphasise continuously. Please, please endeavour to be as human as possible when conversing with them and maintain consistency.

Be consistent with all your processes. Be consistent with your outreach, and you will eventually lead into a better place than you are now and grow your company.