Here’s a better way to approach business development this year. When many technical professionals hear “business development,” they picture:
- Cold calls
- Aggressive pitching
- Awkward networking events
- Rejection
No wonder so many avoid it. In our workshops, we use the business development/Sales Diamond™ to reframe BD from “pushing work” to “creating clarity and adding value.” When you do that, business development becomes a natural extension of your professional role.
Reframing Your Role: From Vendor to Problem-Solver
Instead of asking, “How do I win this project?” try asking: “How can I help this client define and solve the right problem?”
That shift is at the heart of the Sales Diamond™. In simple terms, it means:
- Prepare with intent: Understand the client’s world, not just their project, by engaging and qualifying.
- Discover deeply: Ask questions that clarify the real problem and constraints. Discover their needs and wants.
- Create value visibly: Share insights, options, and create solutions in a way they can act on.
- Secure commitment: Help the client make an informed buying decision, and outline steps forward and the value they will receive.
Better Questions, Better Conversations
Here are a few Sales Diamond™-style questions you can use in your next client meeting:
- “What outcomes will make this project a clear success for you a year from now?”
- “What concerns are top of mind relating to this project?”
- “If we could solve one issue early that would make everything else easier, what would it be?”
- “Who else will be impacted by this decision, and what are their chief concerns?”
Notice these aren’t about you; they’re about the client’s world and reality. You become a thought partner, not just a bidder.
Small BD Habits for Non-Salespeople
If you’re more of a “seller/doer” than a full-time rainmaker, try these weekly habits:
- One reconnect: Reach out to a past client or colleague with a genuine check-in and something useful (an article, a framework, a question).
- One new conversation: Ask a current client, “What’s one challenge coming up this year that you’re not sure how to tackle yet?” and listen.
- One follow-through: After each significant conversation, send a short summary of what you heard and the next steps you recommend.
- Pick up the phone: I’m serious about this point. I’m getting more people calling me, and I am also reaching out via phone more selectively and strategically. Texting and messaging are convenient most of the time, but a quick phone call and personal connection can resolve issues and gain alignment quickly and personally!
This is where the Power of One applies again. One conversation, one follow-up, or one new question each week builds a pipeline more effectively than a once-a-year burst of “selling.”
Add one client or prospect conversation into your calendar where you can intentionally shift from “updating” to “diagnosing” this week.
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