3 steps to teach you how to become an excellent business BD!

Introduction: The activities in which enterprises exchange their respective advantageous resources to achieve mutual publicity and promotion effects are called resource cooperative promotion, such as typical advertising exchange, traffic exchange, etc.

The biggest feature and advantage of this method is that it can use the existing resources in your hands to achieve the purpose of marketing promotion and expand profits while investing funds, so that the resources in your hands can be used to the greatest extent possible. And it is suitable for companies, units, and even individuals of any size.

But its difficulties are also very obvious. The key to its success is how to deeply tap its own resources and effectively expand the value of resources. Therefore, we need to give full play to our imagination in actual operation and not be restricted to one way of cooperation. Good cooperation ideas will bring better results.

Since resource cooperation has the effect of turning decay into magic, major companies are paying more and more attention to it, and it has even evolved into a special department and position. Its name is BD, which stands for Business Development, which is translated into Chinese as business development. In some companies, the importance of the BD department has surpassed the traditional marketing department.

Basic steps of cooperative extension

The basic process and steps of resource cooperation are very simple. For experienced BDs, it may only take 10 minutes to negotiate a cooperation, because it only has three simple steps:

Step 1: Determine your resources and needs

Before we seek various cooperations, we must first figure out what resources and advantages we have that can be utilized, that is, we must first maximize the exploitation of our own resources. At the same time, we need to be clear about what we want to get through external cooperation and what resources we want. It is best to organize these materials into a simple document or PPT to facilitate introduction to partners.

Step 2: Determine the other party’s resources and needs

After clarifying your own resources and needs, start your journey and seek suitable partners through various means. The work of general BD personnel seems very leisurely in the eyes of outsiders. It seems that they just chat online, participate in various activities offline, and make phone calls to have meals with people when they have nothing to do. In fact, this is not the case. These events are done to be able to get in touch with more potential partners.

In this process, once you encounter a company with potential cooperation, don't rush to discuss cooperation. You should first get a general understanding of the other party's resources and advantages, and whether there are any that you want. Then think preliminarily about whether there are any resources among ours that the other party is interested in and what we can give to the other party! It would be best if we can directly find a reliable cooperation model.

Step 3: Find the point of convergence between the two parties

When we are sure that there is a possibility of cooperation with the other party, the two parties will formally contact and negotiate. This step is very simple. As long as you can find the common ground between the two parties, the cooperation is basically halfway done. Please note that when negotiating, we should adhere to the principle of seeking common ground while reserving differences and achieving mutual win-win results. The plans and suggestions we put forward must be beneficial to both parties, especially they must benefit the other party. We must not just benefit ourselves unilaterally while ignoring the interests of the other party.

Here is an important reminder. If you are establishing contact with the other party for the first time, you must make four things clear to the other party in the early stage: 1. Who are you, 2. What do you do, 3. What can you give to the other party, and 4. What do you want. As long as the other party knows these issues clearly, they will be interested in sitting down and talking with you. This will also save time and improve efficiency. Otherwise, either the other party will reject you directly, or at the end of the discussion, you will find that there is no point of cooperation at all, which means you are wasting your time.

I have met such a friend. From the beginning of the year to now, he has contacted me countless times through QQ and phone, hoping to invite me out to discuss cooperation. But I have not agreed to meet him yet. We have been in contact for more than half a year, but the other party has never made it clear what kind of cooperation they want to carry out, and has never mentioned what benefits it can bring to both parties. Even during the first few contacts, he didn't explain clearly what he did. It was only after I asked repeatedly that I finally figured out what kind of company the other party was.

How to mine resources?

In actual work, the most troublesome problem is what to do if there are no resources? Especially for some small enterprises and individuals, they are not as resource-rich as large companies. If effective resource mining is the biggest barrier for them to carry out cooperative promotion. The following focuses on how to tap resources for individuals and some small businesses:

1. Create your own resources without relying on others

The resources of any company or individual do not appear out of thin air; they all go through a process of being created from nothing. It is not scary to have no resources. The key is whether you have a heart that dares to imagine and create. It is said that if conditions are available, we must move on; if conditions are not available, we must create them and move on. We can completely create some resources according to our own needs.

If you are willing, you can create a lot of resources by combining the content and knowledge mentioned above. For example, for knowledge and skills in a specific field, you can organize the relevant content on the Internet into a systematic, comprehensive and complete series of e-books or e-magazines, and then cooperate with others through this resource.

Another example is to download all the relevant media address books and user directories that can be found for free on the Internet, and then reclassify, screen and correct them. This has become a very valuable media resource and user resource.

In fact, there are a lot of free resources on the Internet. As long as we are attentive and effectively integrate and utilize these free resources, they can play a very important role and even generate very large economic benefits themselves. When I was about 20 years old, I used to sell marketing software on the Internet. In fact, these software are free or cracked versions found on the Internet. However, since the free software on the Internet is not concentrated and contains a large number of Trojans and viruses, many people do not have the conditions to collect them bit by bit. So after I collected all the available and safe software, it became a scarce resource. When business was good, we could make tens of thousands of dollars in net profit every month.

2. Integrate resources to enjoy the cool

As the saying goes, it is good to find a big tree for shade. If we can integrate some high-quality companies or celebrities, it will be a great help to us.

For example, online interviews are a simple and effective integration method. First of all, all the guests participating in the talk show are high-quality networking resources. Secondly, when the interview content begins to be released to the outside world, these publishing channels will gradually accumulate into media resources. We can also find some media and organizations to serve as co-organizers and supporting media for the interview to increase the authority and influence of the interview. Finally, as time goes by, as the interview becomes more knowledgeable and influential, the interview itself will become a brand.

For example, offline industry salons and exchanges are also very good ways to integrate resources. Through salons and exchanges, you can accumulate a lot of personal connections, and as time goes by, the salon itself will gradually form a brand effect.

3. Make good use of your friends’ resources

Our own resources are limited, but our friends' resources are unlimited. Moreover, as friends, we have a deep emotional foundation, so they will certainly help us introduce some people or do small things within their capabilities. So learn to make friends with great people and understand the strengths and resources of each friend. This applies to individuals and companies as well. For cooperative units with which you have good relations, you should explore and utilize them in depth and don't be polite. In fact, many people do not have many resources around them, they just lack a pair of eyes that are good at observing and discovering. For example, a recent college graduate I know has been busy looking for a job. But as far as I know, there are several people in this classmate's circle of friends who have a lot of resources, so at least they can help him find a good job. But unfortunately, he himself did not know that his friend had these advantages and had never paid attention to these issues.

4. Make good use of your strengths as resources

Everyone has some specialties and hobbies, such as singing, dancing and so on. But have you ever thought that these inconspicuous hobbies and specialties can also be used as resources? At the 1989 Spring Festival Gala, there was a sketch called " Recruitment ", which was about a company recruiting employees, and one of the most important requirements was the ability to drink. Although it is just a skit, it can reflect the problem very well. Some specialties and hobbies can not only be used as resources, but also can be put to great use. For example, for people who can write, they can exchange articles or gather resources, or even directly create a famous blog. For example, people who are good at organization and planning can expand resources by planning and organizing various activities. Even having more time is an advantage. You can use your spare time to establish and develop a Weibo. When your fans exceed 100, it is equivalent to owning an in-house publication; over 1,000, it is a bulletin board; over 10,000, it is a magazine; over 100,000, it is a metropolitan newspaper; over 1 million, it is a national newspaper; over 10 million, it is a TV station; over 100 million, you are CCTV.

5. Connections are the best resource

No matter what you do, you cannot do without people. People are the basic components of social networks. So connections are the best resource. Including the ones mentioned above, they are all closely related to people. The simplest example is that if you know few people, it is difficult to find a job. For example, in the Internet industry, it is relatively difficult for web editors to find jobs. One important reason is that this profession comes into contact with relatively few people, and all they do every day is sit in front of a computer to update articles. It is relatively easy for marketing personnel to find jobs because the nature of their work requires them to come into contact with a large number of people. The more people they know, the more opportunities they have.

6. Brand is the biggest resource

When we say that someone is more powerful or a company is more powerful, it is often because they have a better background, are more well-known, and more influential. In other words, we consider any person or company with a brand to be a high-quality resource. From this we can draw the conclusion that if our own brand is improved, it is also a resource advantage. Of course, building a big company brand is a long process, but we can first establish some small brands within a certain range and accumulate them into a large one.

For example, creating brand activities, such as industry salons, exchanges, annual meetings, etc.; another example is creating famous bloggers and opening brand columns in the media. It can also be about promoting people, such as making the company's founders, management, outstanding employees, etc. into industry stars.

7. Good resources rely on accumulation

As the saying goes, it takes ten years to grow a tree, and a hundred people to train people. There is no shortcut to success, and good resources cannot be obtained overnight. Statistics from Jeffrey Timmons of Harvard Business School show that the average age of entrepreneurs who create high-potential companies is around 35 years old. Why is it easier for people in their 30s to succeed in starting a business? The reason is that the various resources accumulated by this age group are relatively rich and mature. For example, experience, connections, background, key points, etc.

Therefore, if you want to have good resources, the most important thing is to pay attention to daily accumulation and maintenance. For example, several of my friends have a common habit: when they get home from a party, the first thing they do is send a text message or email to the new friends they met at the party to establish contact. They will also create an Excel spreadsheet to record everyone they know, such as their age, birthday, work information, special resources, etc. And every Chinese New Year and other festivals, I will send my blessings through text messages and other means. People who have this habit have abundant resources, high positions and achievements.

What are the common ways of Internet cooperation?

1. Friendly links

The oldest and most basic Internet cooperation model. For content about friendly links, you can search for the article "Ultimate Tips for Exchanging Friendly Links" that I wrote before.

2. Advertising swap

Every website has its own advertising space, but sometimes, these spaces are not necessarily sold out. Leaving ad space empty is a waste of resources. So at this time we can find some websites with strong relationships and exchange the advertising spaces of both parties to achieve the purpose of mutual publicity and promotion.

3. Traffic exchange

Traffic is the lifeblood of a website and one of the task indicators of website promoters. However, it is not easy to significantly increase traffic, especially for sites with a large traffic base. For example, for a website with 5 million daily IPs, the effect of some common promotion methods is simply a drop in the bucket. So how can we quickly increase traffic in this situation? The method is traffic exchange.

Ideally, if our website has 100,000 IP addresses per day, then through one-to-one exchange, it can immediately reach 200,000. Of course, this is just theory. In actual operation, it may not be possible to export so much traffic. Here I would like to share with you a secret to exchange traffic. Using this method, you can get a large number of IPs even if you don’t have much traffic yourself. I once used this method to help a website with about 50,000 daily IP addresses increase its traffic by more than ten times.

The method is very simple. First, you need to set up a dedicated traffic exchange page, and then start looking for partners. For example, we find four websites A, B, C, and D, and the condition we negotiate with them is to exchange 10,000 IP traffic every day, that is, we bring 10,000 IPs to each of their websites every day, and their four websites each bring 10,000 IPs to us every day. It doesn't matter how much you exchange, but pay attention to one key issue: all the traffic brought to us by the other party must be directed to this traffic exchange page.

Then divide this page into five parts, one of which contains the content of our website itself, and the remaining four contain the content of four partner websites. At the same time, we also try to introduce the internal traffic of our website to this page as much as possible. For example, place a link to this page in places where traffic is concentrated, such as the final content page and article list page.

At this time, the traffic exchange page will have at least 40,000 IPs per day, and the daily demand of each of the four partner websites is 10,000 IPs. As long as the content is attractive enough and can arouse the user's desire to click, it is very easy to meet their requirements, or even exceed them.

In fact, this method is equivalent to us making a traffic transfer page to help the four of them complete the traffic exchange, and we intercept a part of the traffic as rebates. It's a tricky method, but it's very practical.

4. Reprint of content

If we can produce enough original content, then content reprint cooperation is a very good choice. The usual pattern is that the other party reprints the original content authorized by us, and indicates on the content page that the content comes from our website, and also adds a hyperlink to our website.

For the other party, a lot of high-quality content was added, and for us, it increased our visibility, increased traffic, and also obtained many additional high-quality external links.

5. Special topic co-construction

This method is somewhat similar to traffic exchange, but not quite the same. Let's first understand the concept of online topics. Online topics are an important form of expression of online media. They usually revolve around a specific theme (such as an emergency or a propaganda theme), design a fixed topic page, and conduct concentrated reporting of pictures and texts, breaking news and related materials. A special topic is equivalent to a mini independent homepage, and the content in it is carefully selected and very targeted. Therefore, a good topic can bring a lot of traffic to the website. If a website can frequently organize high-quality topics, it will greatly enhance the website's stickiness and image.

However, not all websites have the ability to regularly organize excellent topics. At the same time, we also hope to make existing topics play a greater role and bring more users to the website. At this time, we can achieve these requirements through joint construction of special topics.

For example, as the New Year is approaching, we have joined forces with five websites, including our own, to create a special New Year theme. The special topic page is divided into five parts, and each website is responsible for the content construction of one part. After the special topic is completed, it is launched on five websites at the same time, and the five websites also promote this special topic at the same time. Theoretically, we only did one-fifth of the topic, but it was displayed on five websites at the same time. This is several times better than completing a topic independently and then displaying it on our own website.

6. Channel co-construction

Friends who often visit the MSN official website, if they are careful, I believe they will have a small discovery: although the channels and content on the MSN website are very rich, none of them are their own. For example, the content of the dating channel comes from Jiayuan.com , the content of the information channel comes from Beijing Youth Daily, and the content of the real estate channel comes from Soufun.com. What's going on? Am I seeing things? You are not mistaken. The MSN website itself does not provide any content. All of its channels are built through cooperation with external websites.

The channel co-construction model saves costs for the website owner, so that there is no need to invest a large amount of money to build the website channel. It can also generate income because the channel contractor needs to pay a certain fee. For the contractor, it also saves costs, because they only need to pay a small fee to directly acquire a large number of users, and can also use the other party's brand to quickly enhance their own influence.

7. Event Cooperation

The effect of event promotion is good, but it is also rather troublesome to implement. From event planning, event organization, to event implementation and event promotion, it is a task that consumes manpower, material resources and energy. But if we can take advantage of others' activities, it will achieve twice the result with half the effort. There are three types of cooperation modes:

The first is co-organizing activities. We appear as a co-organizer and work with the organizer to complete this event. Usually we need to provide some resources, such as manpower and material resources.

The second is activity support. For example, if we are a website ourselves, we can provide some media support to it, such as issuing event press releases to it, providing it with advertising space on the website, etc.

The third is event sponsorship. This is more direct, directly sponsoring funds or gifts for the event.

8. API Cooperation

What is API cooperation? Simply put, it is to develop related applications based on other platforms (such as websites, etc.), use the other party's brand and popularity to enhance our own visibility, and obtain traffic or revenue from it. For example, the extremely popular Happy Farm (commonly known as the vegetable stealing game ) on Renren was not developed by Renren itself, but was developed by a company called Five Minutes, which was then implanted into Renren through cooperation. This game became popular on the Internet as soon as it was launched, and the little-known company "Five Minutes" became famous overnight.

Of course, programs like Happy Farm are relatively complex and require certain technical capabilities. For companies that are not very technically strong, they can choose some simpler methods, such as developing related forum plug-ins for community programs such as discuz! and phpwind. Or you can go even simpler and create free website templates for various mainstream website building programs and distribute them on the Internet.

9. Data exchange

In actual work, we often need to obtain various kinds of data, such as user lists, sales leads, email address databases, etc. However, obtaining a large amount of these valid data is a time-consuming and labor-intensive task, and often requires a certain price. Is there a compromise solution? In fact, when we are troubled by this problem, other companies are also worried about it. If we could find these companies and exchange data directly with them, then everyone's problems would be solved. Theoretically, if you have a database of 1 million users, you can immediately increase it to 2 million through a one-to-one exchange without paying any price.

10. Joint Operation

Joint operation originated from online games and is a new cooperation model that has emerged in the gaming industry. Game manufacturers open up the operating rights of games, and all companies or individuals in the industry chain, including media, channel promoters , guilds, Internet cafes, etc., can participate in the operation and share the profit space.

For example, we used our spare time to create a personal gaming website. After hard promotion and operation, the website has gained very high popularity and traffic. As we all know, online games are the most profitable industry on the Internet, and our website has attracted a large number of game users. If we can operate a game, it will definitely be very profitable. But the problem is that developing and operating games requires a huge amount of money, which is obviously unrealistic. This barrier can be broken through joint operations. In this cooperation model, game manufacturers provide game servers, customer service, various technical support, etc., and we only need to be responsible for attracting players to play games. When players make purchases, they share the profits with game manufacturers.

This approach breaks through the traditional media advertising cooperation mode, allowing channel partners to directly enter the product operation system, reducing risks and cost investment, while obtaining high returns from operations.

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