I recently had a strategy conversation with a business owner about where their business is presently at and where he aspired it to be. During our conversation, it became clear that whilst the business is trading successfully, the owner is looking for ways to increase the reach to potential clients and improve conversion rates.

As I explored how I could help, I noticed he kept repeating the words “structured process” when describing what he needed to implement in the sales journey. Digging deeper, I realized he was not looking for new strategies or tactics – he was seeking better ways to structure the process to prospective clients.

My response was simple: “You already have such a process”.

The business owner looked at me with confusion. “I do?”

Together we explored what had made him an extremely successful Business Development Manager over 10 years in a previous role.  What emerged was revealing – he had used a very structured Fact Find process to learn about each prospect and their specific needs.  This methodical approach had allowed him to provide solutions specifically tailored to each potential client, which more often than not led to a completed sale.

The business owner had a light bulb moment being that he had been inconsistently applying this proven approach while simultaneously trying various other sales tactics he had read about or heard about from others. By returning to what had proven an effective methodology about dealing with prospective clients, he could achieve more predictable outcomes.

“I got so caught up looking for new solutions that I forgot what has successfully worked for me in the past,” he admitted.

As a business coach, one thing I am consistently encouraging my clients to reflect upon is that the answer to their business challenges is often not about reinventing their approach, but rather about recognizing, and consistently applying the elements that have already contributed to their success.