Starting and growing a business is all about managing relationships. And business development forms a critical aspect of growing a business. Business development is concerned with managing relationships with vendors, forming new partnerships, or improving the sales process. 
 
Business development takes effort, commitment, and strategy. Organisations that have consistently done well to retain and grow their businesses have officials in the frontlines, who pay attention to these few principles I am about to share.  

THEY CONDUCT THOROUGH RESEARCH 

This is where the men are usually separated from the boys. Getting information so good that it gives them an edge over the competition. The type of research that lets you in on what to pitch, when to pitch, whom to pitch to, and how. They have devoted the better part of their time networking and attending events that matter. 

THEY ARE HUMBLE 

From experience, I have seen people lose business accounts because they failed the humility test. And it is so frustrating seeing people make the same mistakes in 2022. Let me share a real-life example. A business development manager walks into a prospective client’s office to sell a solution. At the reception, she demands to see the CEO while completely disregarding the lady. Without an appointment, it was easy for the lady at the reception to mount a “roadblock.”  

Few days later, she manages to get the CEO’s email from a friend of another friend and sends the CEO an email. Unknown to the business development manager, the CEO forwards the email to the lady at the reception to deal with. It turns out that she is the most experienced employee in the office, respected and empowered to make procurement decisions. Till this day, the business development manager cannot figure out why she never got the business. Intentional business development guys do not only arm themselves with thorough research but are very humble.  

THEY FOCUS ON VALUE 

They do not only arm themselves with enough research and are humble, but they also put themselves in the shoes of the potential client. They are careful not to sell a product a client does not need because they know credibility and trust are essential for profitable, long term business relationships.  

They focus on what delivers value to the client instead of trying to force a sale to meet targets. They are abreast of all the solutions the competition has got on offer in the market relative to their own solutions. Because they have a detailed understanding of the customer’s requirements and preferences, they can identify one or two points of differences that will deliver to the prospective clients. 

CUSTOMER EXPERIENCE IS NOT AN OPTION BUT THE OPTION  

The pillars of customer experience are some elements the exceptional business development guys major in. It is not an option; it is a given. Their role does not end once the deal is closed. They leave their doors open to keep the relationship ongoing and flourishing. They focus on solutions rather than products. 
  

These are the principles I have observed from experience, that has worked for the exceptional business development managers that keep delivering out there in the market. They are humble, listen to feedback, focus on what delivers value, are customer centric and meticulous about getting information that aids that goal. It has worked for me, worked for many others, and should work for you too.