Unlike most consumer products, selling services such as accounting, real estate and architecture involve higher involvement and a longer process, especially highly regulated professions like law and medicine. Knowing the difference between the tasks involved can help. There are three basic components to the sales cycle - marketing, business development and client development. These three disciplines are separate, yet inter-dependent. This is a slide deck I created to illustrate the difference. Credit for the concept is often attributed to an article in Reader's Digest, which is in the public domain - publication date unknown.
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
What's the difference between marketing, business development and client development?
1. UNDERSTANDING
Marketing
Business Development
Client Development
2. Marketing is about influencing opinions and
attitudes.
Business Development is about influencing and
encouraging action.
Client Development is the retention, expansion
and growth of revenues derived from existing
clients.
3. Three Different, Yet Interdependent
Disciplines
Marketing sets the stage, providing exposure of
products or services
Business development connects people to
products and services
Client development, where everyone works to
expand existing relationships
8. Get the Mayor to laugh about it...
[Public Relations]
9. Get people to think of elephants, trapeze artists, clowns and
fun, instead of carnies, pickpockets, whining kids and
overpriced fiberoptic necklaces required to stop the whining...
[BRANDING]
19. ...where guests can mingle with performers
…and receive an
autographed poster
...ride an elephant
[Expand existing relationships]
20. If you planned the whole thing, that’s
CLIENT DEVELOPMENT
21. Together, it becomes the story others will
tell about your service, product or company!
22. Marketing, business development and
client development are interdependent.
Marketing sets the stage, providing exposure of
products or services
Business development connects people to
products and services
Client development involves everyone working
together to expand existing relationships