Dark Art or Business Essential?

Business development is often misunderstood as a “dark art,” when in fact it is the strategic force that drives organizational growth.

At its core, business development is about seizing opportunities, forming key relationships, and driving revenue through partnerships, market expansion, and innovative offerings. From outreach to strategic planning, it’s all about turning ideas and communications into tangible results for long-term success.

When done right, business development can seem so easy, as if new projects and clients appear out of nowhere – when in fact they are the product of months or even years of effort.

Like it or not, business development is critical. It’s what keeps the lights on and your team running. The sooner it’s embraced and understood, the better.

“This is not my job!”

So, who is responsible for business development?

If you asked your entire organization, how many hands would go up? Usually, only those with “business development” or “customer relations” titles — the ones who court customers with their corporate credit card.

In fact, every individual is responsible for business development. Every team member represents your brand and raises its flag every day.

Not everyone is a great networker, and they don’t need to be. Sometimes a technical expert does a great job that keeps clients coming back. Smart companies capitalize on these strengths: They send networking experts out to find new opportunities while supporting professionals in maintaining strong client relationships.

Success depends on your entire team’s ability to know what excellence looks like, understand your brand, the business you want to win, and their role in helping you succeed.

Goodbye to the old and in to the new

Business development doesn’t always have to focus on “new.” Nurturing existing clients and collaborators often leads to a faster return on investment. They already know you and your business, but do they know the full extent of your capabilities? And do you understand the full range of opportunities they can offer?

It’s easy to assume that clients who hire you for a single project understand everything you can do. In reality, this rarely happens. It’s up to your team to keep the lines of communication open, understand your clients’ needs, and explore how your organization can further support them. Take every opportunity to share updates on your broader services, cross-sell your products to other departments, or simply signal that you’re ready for the next project.

“But my best contacts are now more like friends!”

People buy from people they like and trust—that’s a fact. If I enjoy working with you, I’m more likely to find ways to continue. However, when a business relationship turns into a real friendship, it can be awkward to ask for the next project.

Or maybe you continue to get the same type of work from this friend but are overlooked in favor of bigger, more prestigious projects.

In this case, it’s time for a change. Be brave and face the real problem. If you want a piece of the pie, you have to put your organization on the spot. We often hear statements like, “Oh, we didn’t know they could handle such-and-such!” But they didn’t—so it’s your job to tell them!

Attracting and converting new customers

Start by identifying the clients who do the work you want to do. Then try to understand the needs of these organizations and how your team can meet those needs. These organizations likely have existing relationships, so you need to find out why they want to do business with you. This is “what makes business development impossible.”

Next, think about how you can connect with them. Researching these organizations gives you a good start in discovering what interests them or what keeps them up at night. Do they attend or sponsor any events you can join? Are their key people active on social media? Do you have mutual connections? There are many ways to connect, and there is no one-size-fits-all approach. Understanding the unique value you offer to potential customers is crucial.

“I’ve connected with some interesting people – now what?”

After connecting with your target customers, don’t sit back and wait. Prompt and timely follow-up is key. Schedule that coffee meeting you discussed or arrange that project tour you promised. Building a long-term, trusting relationship requires actively listening to what the other person needs and delivering on your promises. If you can nail both of these, you’ll be ahead of the game in business development.

“It’s summer vacation – is there any point in worrying about business development now?”

August is traditionally a time for relaxation and rejuvenation for many people, a chance to take a well-deserved break. But it’s also the last bit of downtime before the holiday season kicks in and can provide the perfect opportunity to pause and reflect on the year so far, plan for Q4, and start thinking about goals for the year ahead. And yes, you can have a pina colada while you do it.

In summary

Business development is a team sport that takes time, practice, and patience. There is no one-size-fits-all approach; success comes when everyone comes together to share information, seize opportunities, and hunt as a group.

To do this effectively, everyone needs to understand the end goal – who you’re targeting and what type of business you’re doing. It’s also important that each team member feels comfortable with their own approach to business development, whether that’s seeking new clients or strengthening existing connections.

Organizations that integrate this mindset into their daily activities will see business development transform from a dark art to a resounding success – where the entire team is empowered to do its part.