Strategic Business Development

Create a Pod or Cluster. Decide what client type and work you would like. Identify what other professionals this client may engage. Chose five other professionals from different disciplines that this client may need to engage. Craft a fictional case study which involves the services of each professional identified. Invite the professionals to record a three minute response to the case study. Once recorded each participating professional should send the link to

• clients for repeat business, referrals and building trust

• colleagues for cross-selling of business, and

• contacts for wider distribution

• A Cluster is when the participating professionals are from different departments/jurisdictions within the same organisation. It is ideal for breaking down silos, building morale and cross referral of business

• A Pod is when the participating professionals are from different organisations as here with Kate’s Pod

Iskra Martin of Azura said ‘I was referred a new ideal client within one week of recording my podcast’

Sustained business development = Visibility + Strategy

Pods and Clusters are the strategic element of the equation