Three business development strategies that ensure success in 2025

When I was an operator, I would always ask myself in January, “What new business development tactics will I employ in the new year to reflect the changing business climate?”

As a consultant and content creator, I have the benefit of conducting about 100 interviews each year, which typically provides the answers to that question.

Let’s look back at the strategies that I recommended in 2023 and 2024. How did those work out for you? Check them out and you might find that these strategies are still very relevant and applicable. Here is a link to the debut episode of Automatic Merchandiser’s Vending and OCS Nation podcast, "Three business development strategies for 2023."

In 2024, I offered a new set of strategies.

After many interviews and a great deal of contemplation, here is what I suggest for 2025:

Strategy #1: Do it by hand

I am talking about typed or handwritten notes delivered by the U.S. Postal Service. It will work in 2025 because most of you will not follow my advice — we are all too busy. For those of you who are willing to do it, the benefits are many.

According to Palm Desert marketing executive Ricky Potts, “The power of handwritten notes lies in their rarity. According to the U.S. Postal Service, the average household receives just one personal letter every 7 weeks — an astonishing decline from decades past. That means when you take the time to write a note, it stands out. It’s an intentional break from the noise of inboxes and notifications.”

“It's easy to send an email or make a phone call,” noted Potts. “Those tools are efficient, no doubt. But a handwritten note transcends efficiency; it conveys thoughtfulness, authenticity and care." Studies show that people remember handwritten messages better than digital ones. In fact, research from the Journal of Consumer Research found that handwritten communication feels more “authentic” and creates a stronger emotional connection than typed text.

Think about the small stack of holiday cards you received this year compared with 10 years ago. It used to be a time-consuming task to go through them. Now, the ones you received have so much more impact because there are relatively few of them.

Instead of being one of 100 emails received in a day by your prospect, your note will be one of five items delivered to the prospect’s physical mailbox. It will be read.

Strategy #2: Focus on CSR

Making corporate social responsibility (CSR) a front and center defining characteristic of your company — a key aspect of your business model — is a second strategy for 2025.

CSR can involve charitable giving, a major commitment to environmental sustainability, reducing your carbon footprint and creating educational opportunities for your employees.

According to a study and report by the cloud-based management platform, Submittable, “Raising awareness, building trust, taking responsibility, and encouraging change are all central to CSR. Although usually seen in big companies, the recent booming of younger generations combined with their commitment to social awareness has made CSR a priority for businesses of all sizes.”

The Submittable report points out that “CSR has been something of a buzzword during the last few years, with increased discussion about whether implementing it can actually help a company increase its profit margins and enhance its reputation. Research indicates that the answer is yes. A company implementing CSR can make its mark in environmental, social, and corporate areas while also increasing margins and establishing a strong position in any industry. We know from research that implementing solid CSR programs will benefit your business in lots of ways—but there are three major ones.”

CSR creates happier employees who stick around. “Giving back to the community doesn’t just help the community — it helps your team internally. The data shows that a successful CSR program can increase productivity, reduce turnover and increase happiness among employees.”

Giving back is easier than ever — Look at what 365 Retail Markets is now offering: a round it off for charity program right from the kiosk. As a micro market operator, you can easily implement a charity drive driven by the simple and popular concept of rounding off purchases.
Your customers are expecting you to step up and will reward you with appreciation and loyalty. Per the Submittable report, “Of all current generations, Millennials are the most active when it comes to giving back — 84% donate to charitable organizations in the form of volunteering their time or donating items like clothes, food and supplies. Brands that respond to these impulses, especially by fostering engagement on an environmental or social level, can create customer loyalty that reaches deeper, more personal levels.”
CSR will inspire and energize your workforce. I saw it firsthand at my own company when we rolled out “Brew for a Cure,” a private label coffee that donated a portion of profits to breast cancer research. Our employees loved it and were proud to be associated with the effort.

The Submittable report indicates that the impact of such programs has only grown. “Job-seekers are looking for companies that use their resources for the greater good. Younger generations like Millennials and Gen Z, in particular, are often willing to make personal sacrifices like pay cuts in order to work for a company that’s doing its part to become more responsible and aware of its impact on the community.”

Strategy #3: Educate your team, then sit back and enjoy the results

Operators often ask me to give them advice on how to move their businesses forward. While I am always happy to assist, it is important to note that there are so many resources available to operators through NAMA, especially when it comes to business development. Here is my best advice:

Check out “Selling Convenience Services,” an online training program that I developed a few years ago for NAMA. It is perfect for any operator who seeks to have elite performers on their sales team. Use the code – B2B10 and you will enjoy a nice discount on a program that is already a bargain.

Listen to Automatic Merchandiser’s Vending & OCS Nation podcast – especially the interviews with experienced and successful operators. I have interviewed superstars like Jennifer Fox of Fox Vending, Jon Holden of All Star Services, Matthew Marsh of First Class Vending, Barry Rosenberg from Vending One, Linda Saldana from Seventh Wave Refreshments, Kimberly Lenz from Associated Services, Dan Welch from World Cup Coffee, Dean Prather from Quality Vending & Coffee, Jim Evans from Evans Coffee and Kim Miros of DAC Total Refreshments – the list goes on, including people like Orrin Huebner, a respected consultant and Mike Kelner, the industry’s leading business broker.

Both operators and suppliers can learn something from people who have achieved their level of success.

Read Automatic Merchandiser magazine and Vending Today, the daily newsletter. You will learn so much about the products and technology that drives the industry.

Watch webinars — available live and free on demand. Of course, attend the industry conventions, the NAMA education sessions and engage at those sessions. It is important to point out that beyond the costly trip to an industry convention that not everyone can afford to attend, there is so much ongoing information, so much valuable knowledge available at no cost whatsoever.

Tap into these under-utilized resources and your business will be more successful in 2025 and beyond.

Opportunity alert! In our February 4th podcast, I will take a deeper dive on these specific recommendations — and I will have a fourth to offer — so do not miss it.