I know hiring a business development person CAN work…but often it doesn’t. With firms across the country looking for new ways to bring in contracts, a business development person is a likely scenario for many. If your business, whether an architecture/engineering firm or construction company, plans to hire a business development person, here are some things to demand for success.
1. “Set up meetings with true potential clients, not just partners.”
Partnering is an ESSENTIAL way to develop new business sometimes, especially when looking into a new industry or target market. However, meetings where the other party has a vested “selling” interest themselves are only one piece of the puzzle. If your new BD person communicates what you do in a way that clients want to hear, eventually they will get in the door with actual clients.
2. “After three to six months, know our capabilities.”
By definition, you probably aren’t hiring an architect, engineer or builder to do your business development, you’re hiring a sales person. Three to six months is a more than reasonable learning curve for them to become comfortable discussing your capabilities as a company though. If after that amount of time they are still asking questions on what you can do in-house versus subbing out, they haven’t taken the time to learn your business well enough.
3. “Ask for our marketing plan, strategy or specific goals.”
A business development person should be confident in their ability to succeed as long as they are given the right tools. Those tools have to include measurable goals and a marketing plan or strategy to guide their efforts. If a new BD person walks in the door and doesn’t ask for those, or at least develop some of their own, you need to provide them.
4. “Work within our marketing language.”
If you’ve positioned yourself as an innovative problem solver your new BD person shouldn’t say you’re a cost-efficient design alternative. Once you’ve briefed them on how you want clients to perceive you, preferably with a well developed message platform, they should have a clear framework on how to communicate with new leads.
While business development people often tend to operate on an island because of their singular mission, they need the same guidance and support as any other employee. Make sure you don’t cycle through sales person after sales person by giving them the tools they need to succeed.