Four Reasons Why Business Development Is So Hard For You

You‘re making it about selling

Potential clients don’t want to hear you tell them what you are selling. Instead, they want you to be attune to what they need and what they don’t need. Too many professionals see business development as getting in front of a potential client so they can tell the client what they can offer. But that approach can land cold with someone who really wants you to listen to them about what is going on at their company and what pressures they are facing. Rather than immediately selling the client on the service that you think offers the highest value, work first to understand the client’s perspective and what matters most to them rather than you.

You’re networking but not connecting

It’s tempting to think the core of successful business development is just building a network. Professional networking – interacting with people for the purpose of growing professional contacts – is important, but the nature of the connections you have with people you are networked with is what really matters. Collecting business cards and meeting as many people as you can are not as effective as building meaningful relationships with people that you enjoy learning from and spending time with. When you meet someone new, whether at a conference, a soccer game, or a PTA meeting, start by getting to know them, and then, if you pursue the relationship, learning more about them and sharing mutual interests or pursuits.  Over time, this can build relationships of trust, and give people confidence in you. 

You’re using tools that work for others but not for you

There is no guaranteed way of getting business, and someone’s else’s view of the best techniques may not be relevant to you.  For example, a successful rainmaker in your firm or industry may stress to you the importance of golfing with clients as the key to getting business, but if you don’t play golf or don’t enjoy it then an afternoon spent on the links may feel uncomfortable.  Don’t force what does not work for you; find what does work for you.  Instead, you might be a runner and have clients that are interested in joining you for a 10K charity race.  Or you may attract interest by hosting a meet-up with a contact at a wine tasting event, a film festival, or a walk or a coffee on a weekend.  Whatever path you choose should be one that feels authentic and genuine to you, so that it feels authentic and genuine to the people to whom you are reaching out.

You’re not doing your homework

Before you meet with someone, ask yourself what you really know about them, their company and their industry. Are they a veteran at their organization or newly in role? Is their company in a transformative phase and, if so, what does that situation look like? How is their industry changing or being challenged right now? Doing this research like this in advance will help you consider what might be a key area for discussion or even something to avoid in your conversation. Also think about looking at what the person is commenting on or posting on LinkedIn, noting any references on social media or their company profile to community or other organizations they are involved in outside of work, and asking your contacts and colleagues who may know the person or the industry for their input. The more information you have, the better equipped you are to have a meaningful conversation and learn what you might need to know to attract the client’s business.