Business Development Playbook

GLOSSARY

C Center of Influence: An individual who can refer prospects, even if they will never become a client themselves. Can also include actual clients. Cross-selling: The BD practice in which professional/technical staff members offer and “sell” services provided by a discipline other than their own. Cold Call: An unsolicited call or communications to a potential client. L Lamp Posting: An internal debrief after a BD meeting or event, focused on what went well, and more importantly, how to do better. M Marketing: Activities that your firm performs that build the image of your firm in the marketplace, including public relations, press releases, tradeshows, sponsorships, advertisements, direct mail, and electronic communications. Closing: Asking for the work and securing a signed contract.

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Business Development Playbook