16 PRACTICAL ANSWERS / BEFORE YOU COMMISSION
Business development & strategy
A clearer starting point.
Questions about the customer, the offer and the choices behind growth. Use these answers to prepare discovery, compare proposals and turn a broad ambition into a decision the team can act on.
Original AI-assisted conceptual artwork / The Absurd Company.
How can you assess whether new positioning is working?
Assess positioning by checking whether the intended customers understand the offer, see its relevance and enter the right conversations.
Read the answer strategy / buyer fitHow do business development and digital marketing work together?
Business development and digital marketing can work together by aligning the offer, the audience and the route to a useful commercial conversation.
Read the answer strategy / buyer fitHow do you improve the handoff from a website enquiry to sales?
Improve the sales handoff by defining what is passed from the enquiry journey, who receives it and how the next action is tracked.
Read the answer strategy / buyer fitHow do you test an offer before commissioning a full website?
Test an offer by checking whether the intended customer recognises the problem, understands the proposed help and is willing to take a meaningful next step.
Read the answer strategy / buyer fitHow is positioning strategy different from branding?
Positioning defines how the business should be understood in relation to a particular customer need and the alternatives available.
Read the answer strategy / buyer fitHow should a small team prioritise growth opportunities?
Prioritise growth opportunities by comparing the potential customer value, business fit, evidence, effort and risk of each option.
Read the answer strategy / buyer fitShould your website show prices or ask buyers to request a quote?
Show prices when the offer and relevant conditions can be described accurately enough for buyers to compare.
Read the answer strategy / buyer fitWhat belongs in a useful ideal customer profile?
A useful ideal customer profile explains which situations, needs and constraints make a buyer a good fit for the offer.
Read the answer strategy / buyer fitWhat market research should come before a website launch?
Before a website launch, research should help establish who needs the offer, how they describe the problem and what alternatives they consider.
Read the answer strategy / buyer fitWhat should a business consulting proposal make clear?
A business consulting proposal should explain the problem being addressed, the decisions or outputs expected and the boundaries of the engagement.
Read the answer strategy / buyer fitWhat should a competitor analysis help you decide?
A competitor analysis should help you decide how to serve a buyer more clearly or usefully.
Read the answer strategy / buyer fitWhat should a value proposition workshop produce?
A value proposition workshop should produce clearer decisions about the customer, the problem, the offer and the evidence behind its relevance.
Read the answer strategy / buyer fitWhat should customer journey mapping include?
Customer journey mapping should explain the customer's goal, the important steps and the points where uncertainty or friction affects a decision.
Read the answer strategy / buyer fitWhat should happen in a business discovery workshop?
A business discovery workshop should reduce uncertainty around a defined problem and produce decisions or a clear investigation plan.
Read the answer strategy / buyer fitWhen do different buyer segments need different messaging?
Different buyer segments need different messaging when their situations, constraints or decision criteria materially differ.
Read the answer strategy / buyer fitWhen should you rethink how your services are packaged?
Rethink service packaging when buyers struggle to understand what they are choosing, proposals vary without a clear reason or delivery repeatedly…
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