It’s no secret that business development requires patience, resilience, and boundless enthusiasm. But if you open LinkedIn and scroll for five minutes, you’ll find a few (obviously templated) direct messages, a dozen or so AI-generated posts, and a handful of captions by so-called thought leaders all vying for your attention with the end goal of promoting their business and converting you into a customer. While some of these methods might prove successful for some, it can seem baffling at times to see so many drop the ball on the fundamentals. If you’re looking for simple ways to up your game in the BD arena, here are a few business development tricks that should give you a boost.
1. Strategic Networking
Before we get started on the more task-centred aspects of business development, we need to discuss the bedrock of your BD strategy. Networking with relevant industry professionals will open doors and warm up cold calls down the line, so begin by identifying the best network-building avenues for your business. Some examples include:
Network Events & Trade Shows
Meet clients and customers face-to-face to showcase your products and services.
Industry Award Shows
Attend prestigious award shows in your sector that attract your clientele. Take advantage of the party-like atmosphere to chat more casually and network socially, while guards are down and alcohol is flowing.
Hosting Roundtables
If you’re established in your industry, bring together a handful of sector leaders to discuss industry trends. Frame yourself as an important platformer and encourage those who attend to promote the event and, therefore, your business.
Little and often, build your digital network and develop your own authority in your industry online – but don’t solely rely on this. If you’re sending direct messages, ensure that they are bespoke to the individual and use an appropriate professional tone.
2. Build Authentic Relationships
Nobody likes a pushy salesperson. Try using ‘pull’ sales tactics to get your client or customer to do most of the talking themself, and don’t shy away from crossing over into broader conversational topics where you can build on more areas of common ground.
One of the best business development tricks is to visit your clients face-to-face. Since the pandemic, more and more meetings have been taking place virtually, especially as more and more of the workforce has adopted hybrid working. So why not go against the grain and differentiate yourself from the competition? Initiating this is quite straightforward: simply ask clients if you’d be able to meet them onsite to get a better sense of who they are and what they’re about.
3. Utilise Multiple Channels
Don’t limit yourself to any one channel, no matter how much of a comfort zone it might have become. Whether cold calling is your go-to or you prefer to hide behind emails, you have nothing to lose by making the most of all the tools in your toolbox. Go to industry events, send bespoke outreach emails, cold call, organise site visits, and comment on LinkedIn posts. If you’re doing all of these things well, then it’s only a matter of time until you see the results.
4. Be Consistent
There isn’t much point putting in all of this work if you can’t stay consistent. ‘BD while you’re busy’ is a mantra to live by. Even while business is good, give yourself the luxury of a stacked pipeline, so you can capitalise on demand proactively, rather than having to BD like your life depends on it during a drought.
5. Reflect & Adapt
When it comes to business development tricks, you need to put every client first. Always keep on top of potential clients, repeat clients, and lapsed clients, and identify the best ways to approach each one. For instance, a lapsed client might just require a quick message to set up a ‘catch-up’ call. Potential clients will require more legwork, like identifying key decision makers and connecting with them on LinkedIn, warming up your following approach via email or over the phone.
Examples of Good Business Development
Bond Turner
Bond Turner is a Liverpool-based law firm which is very active online. It promotes itself consistently, with daily LinkedIn posts showcasing testimonials, highlighting award wins, and major successes for the firm. They utilise pull style development methods in order to give people reasons to seek out their brand.
Witherslack Group
Witherslack is a children’s social care and specialist education provider that markets itself not only to parents, but also directly to local authorities who pay for children’s places in their homes and schools. Their business development team relies on their strong, authentic relationships built within local authorities which enable their success as a business.
Business development requires hard work, but that doesn’t mean that it needs to be a slog. Network, then build on those relationships, remain consistent and use the tools available at your disposal. That way, you’ll establish your own authority within your industry and grow your business organically.
Written by Damian Woods