Crux Rainmaking: 3 Steps to Exponential Business Development
by Joe Brocato

Chapter Summaries

Introduction

A clear, measurable relationship must exist between you and the bottom line in order to maximize the security of your job, make more money, and increase the likelihood of moving up in an organization. Your ability to generate more income for an enterprise speaks loudly. In fact, it shouts. In the Introduction, author Joe Brocato introduces the challenges of business development in today’s hypercompetitive global marketplace and outlines the benefits of the three-step Crux Rainmaking system. There are three ideas, or concepts, that are at the crux of what rainmaking is all about―hence the name Crux Rainmaking. These three concepts are manageable as compared to the overwhelming volume of information available to us on the topic of business development. We can get our arms around three ideas. We can focus our efforts on these three things going forward as we build our business. By so focusing, we can efficiently allocate our time, effort, and resources. The Introduction provides an overview of the three key components of the Crux Rainmaking system.

Step 1—The Power of Unique Business Relationships (UBRs)

When it comes to exponentially generating more business originations for your firm, company, or organization, building Unique Business Relationships (UBRs) with contacts (including existing and potential clients, customers, and donors, as well as referral sources) is crucial. We must ensure that each relationship with a lead is more unique than the relationship our competitors have with that individual. This is the essence of translating leads into real business. In Step 1, Joe Brocato explains the ins and outs of UBRs, including the two primary ways to build and maintain UBRs: Crux Personality Infusion and 100% Unique to You.

Step 2—The Power of Strategic Lead Generation (SLG)

Lead generation is an obvious component of any business development effort. However, the various ways to go about so generating leads are endless. The sheer volume of ideas and strategies for getting leads can be quite overwhelming. In many cases, the type and quality of leads that are generated by many of these ideas and strategies are not ideal for the particular individual. With Crux Rainmaking, there is a heightened sensitivity to generating more and better leads, more quickly and efficiently than ever before. Step 2 introduces readers to the five-pronged approach of Strategic Lead Generation.

Step 3—The Power of Mind [Re] Set

The rainmaker’s brain works differently from many other people involved in the business community. Everyone in that community has certain purposes, all of which are important to a successful business. But the rainmaker is a critical engine that pumps cash into the business enterprise. Without that cash, it becomes quite the task to continue any business or charitable organization. If clients and customers go away or start buying less, many organizations are quick to disappear. Thus, the rainmaker holds a special position in any organization, which is the reason why rainmakers are often compensated generously or, in the case of charitable organizations, are so respected and honored for what they do to advance the worthy causes of those charities. Crux Rainmaking explains the three internal characteristics that are present in a great majority of rainmakers. In this chapter, readers will learn how to reset their minds so they can better align their brains with those of effective rainmakers, thus significantly increasing their chances of generating more business.

Conclusion

Whether you sell professional services or sell products to people where personal relationships with customers are important or whether you raise money for a nonprofit, the Crux Rainmaking system can help you generate exponentially more business than ever before. Develop Unique Business Relationships with your contacts. Focus your lead generation strategically by using the five prongs of Strategic Lead Generation. And reset your mind to be consistent with the characteristics of the rainmaker’s brain. Be passionate, committed, and confident. Determine to do so, and it shall be so. Be sensitive to the key assumptions that underpin the effectiveness of Crux Rainmaking, namely competence, communication, time, and hunger. Finally, commit to the 14-Day Crux Challenge, outlined in the Conclusion.

Appendix

  • 10 Ways to Start Thinking About Building Unique Business Relationships

  • Digging Deeper into Unique Business Relationships

  • 5 Key Ways to Develop a Value Network

  • Top 5 Questions to Ask Yourself about Networking Groups

  • The 10 Steps of Identifying a Niche

  • Sustaining Mind [Re] Set

  • Crux Rainmaking’s Sales Process Paradigm

  • 30 Crux Quick Tips

About the Author

Index

© 2019 Joe Brocato. All Rights Reserved. Not to be reprinted without permission of the author.