Many solos rely on referrals for new business. This works well, until it doesn’t. When a client decides to bring work in-house, go in a different direction, gets arrested (hey, it happens) or flat out fires you, you don’t have time to wait for a referral. Over the past 10+ years of Solo PR Pro, I have seen the same cycle repeated. A solo loses a client and then desperately begins business development. In full on panic mode, they try every business development technique under the sun. Anxiety kicks in and they take on whatever comes their way. It always ends the same way, utter unhappiness. 

Sweat and desperation are not a good mix for business development. In those low moments, solos begin to believe that they are not cut out to be in business or they convince themselves that there is no work, or it is hard to get. In other words, you develop a negative soundtrack in your head that becomes a self-fulfilling prophecy. 

Business development must be intentional and consistent. Period. If you make it a habit, you will always have opportunities. Creating that new muscle takes time and effort but it is worth it. Take 21 days and commit to working your business development strategy every single day for 20 minutes. It will get easier with each day and you will get better at it. 

There are so many ways to develop new business today. Below are just a few ideas to inspire your own approach.

• Networking. This strategy is not new but continues to deliver. Building genuine relationships is a great way to develop new business opportunities and partnerships.  Join industry associations (don’t forget about your preferred client industries), attend conferences, workshops, and local networking events. 
• Educate your target audience. Showcase your expertise by offering workshops, webinars, or seminars. This not only positions you as an authority in your field but can also attract potential clients who are interested in your services.
• Get creative with thought leadership. Take your thought leadership to another level by creating your own podcast, column or show. You can create a platform to interview thought leaders in your target industries or use it to highlight your own expertise. 
• Create resources. Develop a course, checklist, or template that solves a problem for your target audience. This is a great way to build your email list and be seen as a go-to expert.
• Ask for Referrals. This is an often overlooked strategy for communication professionals. While referrals are our top source of new business, most rely on passive referrals.  A satisfied client is your best advocate. Encourage your network to refer you to their peers. In addition to asking directly, make sure you include an ask in your communications. Let people know that you are open for business and would welcome referrals.

Use your expertise to tailor each of these tips with a storytelling approach. This is a great way to not only share your expertise but your personality and approach.

Now that the wheels are turning, it’s time to put it into action. To ramp up for a strong year-end, take the 21 day challenge to business development! You can start whenever you choose but commit to 21 days! Below are six tips to help you rock this challenge and flex your business building muscles.

• Pick 1-2 business development activities and focus. For example, choose networking and LinkedIn, or email marketing and social media. Don’t feel pressured to choose two, one activity is fine, but don’t focus on more than two things.
• Create a quick plan for your activity. Will you post on LinkedIn daily? Will you attend 3 networking events and follow-up with individual calls/meetings? Plan how you will use your 21 days.
• Put it on your calendar. If you do not put the activity on your calendar, it’s less likely to get done. There will always be something going on. If someone wants to meet during your business development time, ask if you can do it before or after, or another day. Everything is not an emergency and the world won’t end if you suggest a different meeting time. After all, it’s your business and you should not feel guilty for how you choose to run it. 
• Don’t get in the weeds trying to master the task. The goal of the first 21 days is to simply build the muscle of consistency. Later, you can work on improving how you approach your business development activities. Just do it, don’t overthink it!
• Measure your results. What worked well and what needs to be improved? You have 21 days of data to help you plan the next 21. 
• Repeat. In the second 21 days you have a habit but now you are deepening it and changing the way your mind thinks about business development. In phase two you can make modifications and improvements, but do not change the level of consistency.

Business development must be intentional and consistent. Period. If you make it a habit, you will always have opportunities. Creating that new muscle takes time and effort but it is worth it. Take 21 days and commit to working your business development strategy every single day for 20 minutes. It will get easier with each day and you will get better at it.

Photo via iStock by Getty Images | fizkes