In this course you will learn how to master business development in practice. The contents are structured as follows:
Product perspective of business development, including software & services.
Understand customer needs and convert them into solutions
Product features vs. customer satisfaction
Agile approaches to developing products, software and services
Product life cycle & S-curve model
Sales perspective of business development
Basics of interpersonal selling
Sustainable customer relationships
Define and expand sales channels
Push vs. pull incentives
Cooperations & partnerships
Marketing perspective of business development
Understand buyer behavior
Expansion and internationalization strategies
Marketing and communication tools
Push vs. pull communication
Merging of the perspectives in the Business Model Canvas
Structuring of new and existing business models
Within the sections you will find a variety of exercises and practical examples to enable you to put what you have learned into practice.
The various contents were selected according to their practical suitability. I deliberately teach learning content, which has helped me in my professional career to achieve years of growth in my business areas, supplemented by knowledge that will be useful for you. The topics you will learn will help you to make an excellent entry into business development or to broaden your horizons in your current business development position.
At the beginning I would like to introduce myself briefly and find an explanation & definition for the term business development. I will also explain the job of a Business Development Manager. In order not to go too deep into the theory, we are already going into the core content of business development - the different perspectives.
In this section, I will start with you into the product perspective of business development. Please be aware that the product perspective also includes software and services, so that what you have learned can also be transferred to these areas. At the end of this part you should know which levers are available to you for products, software and services in order to apply business development.
In the previous part we focused on the product perspective of business development. This is important in order to develop solutions that satisfy specific customer and market needs and are therefore purchased in the next step. This is exactly what we focus on in this part, namely the sales perspective of business development. As an introduction, I would like to teach you sales skills with which you can develop an understanding of good selling. The subsequent steps build on this understanding. As part of the sales perspective, we will talk about using additional sales channels, opening up new markets and starting collaborations. Again, I will show you a number of levers for upscaling the business using sales tools.
In the previous parts you learned what needs to be considered on the product, software and service side in order to apply business development. Then we dealt with the relevant growth levers in sales, which lead to a higher sales flow of marketed solutions. However, both perspectives have one important thing in common: that the best inventions are hardly successful if they are not properly marketed. For this reason, we are now going into the marketing perspective of business development in this section in order to give you a comprehensive understanding of business development. This will help you to develop and promote good solutions and, last but not least, to permanently inspire new and existing customers to buy. In terms of business development, communication activities are extremely important in marketing. However, marketing is so much more than just communication at the same time and also offers a variety of levers for upscaling the business. In order to show you these growth levers, we focus in this section on the marketing perspective of business development.
In this part, we bring the various growth levers together with your new or existing business model. I would like to discuss the Business Model Canvas with you, which will enable you to structure your business model and add the new insights so that you can make the best possible use of the growth levers.