In “The Snowball System: how to win more business and turn clients into raving fans”… Mo Bunnell presents a step-by-step approach to help you grow your business without feeling like a sleazy salesman.

The big idea

The good news is that there IS a way to make sales more fulfilling.  It’s all about becoming strategically helpful.  You need to approach sales as business development: developing YOUR business, by way of developing your CLIENTS’ business.

So what is the Snowball System?

It all starts with figuring out your ideal clients, the ones that you want to build a business around.

Then, you position your business in a way that differentiates you from all the competitors vying for their attention.  Here, focus is what wins the battle!

Next, you have to connect with your prospects, and it’s important to get them to like you.  Luckily, there’s a science behind getting people to like you!

And finally, you have to nurture these business relationships into clients, and ideally into raving fans, who will go on to refer you to their contacts.

Key insight: ‘focus’ wins the battle

Let’s go back to “focus is what wins the battle”…

If you’re not focused or committed to your positioning, you run the risk of becoming a commodity.  If you’re appealing to everyone, then you will resonate with no one.

This is extremely difficult because it requires you to say ‘no’ at times. Sure, you can still say ‘yes’ when a commodity client approaches you with a pile of cash. But you need to make all your PROACTIVE efforts aimed toward your ideal. clients. As you start gaining traction with ideal clients, you can start weaning off the less desirable work.

You have to be like the hungry bear fishing for salmon: it picks a spot… and lunch will present itself.  But if you’re going back and forth, un-willing to commit, then it’s much less likely that you will be at the right place at the right time. And you’ll be watching some other bear eating your salmon.

Create a Business Development habit

Seller-experts have a unique challenge with business development.  They’re tasked to sell ON TOP of servicing their clients.  Which makes it very easy for business development to fall by the way side.

The solution?  Create a HABIT out of business development.  Habits are tasks that our brain does almost on auto-pilot so they don’t drain our energy.

So block one hour at a time on your calendar, and break down your business development tasks into actionable steps.  Don’t task yourself with “find out how to replicate my key clients”.  Instead, set a goal to email a valuable asset like a recorded webinar or an in-depth guide to 3 clients you worked with in the past month.

The more specific, the easier to execute.  And the more consistently you execute a task, the more it becomes a habit.  And as you create habits, you’ll keep working at your business development efforts, which will soon start paying huge dividends.