Business Devel Foundations Researching Market Customer Needs Lisa Earle & Elizabeth McLeod

Business Devel Foundations: Researching Market Customer Needs | Lisa Earle & Elizabeth McLeod
English | Size: 461.27 MB
Category: Tutorial

Business development is the foundation of economic growth and can jump-start lasting relationships. In this course, Lisa Earle McLeod and Elizabeth McLeod discuss fundamental business development concepts and techniques that can help you gain a better understanding of your market and potential clients. This, in turn, can prepare you to demonstrate a compelling value case that helps you connect with customers and close more deals.

They begin by reviewing research fundamentals and key insights to consider before you get on the phone with a potential customer or schedule that first in-person meeting. They also discuss the landscape of business development and how to leverage internal systems for more successful conversations. Lisa and Elizabeth spell out how to speak like a leader, unpack and discuss your competitors’ strengths and weaknesses, avoid common mistakes, and more.

Topics include:

• Unpacking the sales process
• Leveraging your internal team
• Understanding your prospect’s customers
• Unpacking the competitive landscape
• Opening your call
• Handling rejection
• Addressing competitors
• Avoiding common mistakes

Table of Contents:

1. Understanding your World
2. Diving into your Customer’s World
3. Customers Conversations
4. The Five Big Mistakes (and how to Avoid them)

About the Instructors:

Lisa Earle McLeod created the "noble purpose" concept and strategy after her research revealed that organizations driven by a noble purpose outperformed the market by over 350%. A sought-after keynote speaker who has rocked the house everywhere from Apple to Peterbilt Trucks, Lisa is known for her cutting-edge ideas, practical techniques, and inspirational humor. She is the author of four best-selling books on leadership, sales, and personal development. Her book Selling with Noble Purpose: How to Drive Revenue and Do Work That Makes You Proud has been a game changer at global firms like Flight Centre, Hootsuite, and Roche. She is also the sales leadership expert for, and she has appeared on NBC Nightly News, The Today Show,, and Good Morning America. Find out more at

Elizabeth McLeod manages projects for clients like Google, G Adventures, and Hootsuite. She also spearheads McLeod & More’s marketing and executive events. Before joining McLeod & More, Elizabeth worked in advertising in both Boston and London. She has an undergraduate education in advertising from Boston University, and a master’s degree in industrial and organizational psychology.

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