Business development. 

Cold calls, door knocking, mail outs.

Some people love it, most people don't. 

It must be done however. It doesn't matter what industry you are in. Without basic business development your business will not survive. 

You may indeed be the greatest provider of XYZ but the survival of your company requires people to know about it. It is very hard to purchase something from a company that nobody has heard of. Your potential customers need to be familiar with your brand to have the confidence to use your services or products.

Personally I have a love/hate relationship with business development. I hate doing it but find that in doing so I learn so much more about my industry, my customers and even myself. This is the rewarding part of putting yourself out there. I get to talk to some pretty cool people that I otherwise would have never talked to and I get reinvigorated by those conversations. 

Some people don't take very well to your calls. Maybe they have forgotten what it is like to grow a business (or they are just a$$holes!) Most people are happy to give you some of their time. 

So do it. Get uncomfortable and push your business. 

Hone that pitch and get chatting. 

You might even learn something.

Mike.