Business Development Defined
What do we mean by true business development?
The Knowland Group is constantly considering, implementing, and evaluating new ideas to improve the value we offer to clients. As part of that effort, we have developed an innovative concept to guide all our work going forward. The wording is simple: Business Development. But the reality of what we are undertaking is a radical shift from traditional ideas.
Our focus is developing business to business sales. By development, we mean growing your business in a systematic, measurable, and repeatable way. True Business Development is more than just a hodgepodge of guesswork, hunches and competing initiatives. At Knowland, it is a philosophy and a process. We aim to show you what true Business Development means and help you along every step of the way. Because without it, your brand, your amazing conference center, and your beautiful brochure will not matter. Someone who knows how to carry out a true Business Development process will systematically close more and better business than you.
Learn all about the Knowland Business Development process and how our products and services support you from start to finish.
Business Development starts with creating a list of all your potential business. For the hotel group sales business, this means starting with a list of every organization with group booking needs. That’s where products like Readers and Insight come in. Not only is our list of organizations the most comprehensive one around, we also provide crucial contact details for the event planners of every group.
Once you have your universe nailed down, then you can develop your plan of attack by deciding things like how and when to target certain groups, how to sell them on your property, what your pricing strategies will be, and more. Insight gives you the knowledge you need. Then with Target Net you can refine your sales plan by organizing and assigning leads to your sales managers according to their aptitude and experience.
After developing a detailed strategy, you must execute this strategy with purpose and precision. Target Net is the tool you need to carry out your plan quickly and easily. And if your sales team has too much to handle, turn to the Event Booking Center to augment your sales efforts.
As you execute your strategies and campaigns, you need to be able to evaluate your efforts at every step. For this you need reports with specific details on things like how many phone calls are being made, how many contracts are going out and coming in, what types of business are you winning and losing, who on your sales team is performing best and worst, and much, much more. Again, you can turn to Target Net for all of these reports or any others you come up with yourself.