KEEP THE PIPELINE FULL: CONSISTENT BUSINESS DEVELOPMENT

Maintaining a strong pipeline and consistent lead generation strategy is crucial for success. Whether it's in B2B or service-based businesses, halting these efforts can quickly impact your bottom line. 

A common trend among businesses is to pause sales and business development activities when things get busy. This often leads to revenue peaks and troughs. When workloads increase, focus shifts away from sales and business development, resulting in a business dip once the busy period ends. 

Salespeople often say they’re too busy with deliveries, proposals, and meetings to focus on business development. They postpone it, thinking it won’t impact them immediately. But the reality is, the impact will be felt eight to twelve weeks later. 

If your role involves both delivery and business development, it’s essential to dedicate non-negotiable time each week to business development. No matter how busy you are, this time should remain protected and prioritised. 

For those juggling multiple roles, consistency is key. We had a client who hit $1.2 million in revenue for May due to continuous business development. Their challenge now is maintaining that momentum despite being busy. We’ve implemented a strategy where team members dedicate an hour on Tuesdays and Thursdays specifically for business development. This time is used for emails, calls, follow-ups, and scheduling meetings. 

When managing client expectations, avoid negative language like "unfortunately." Instead, focus on the positives: “Good news, we can support you starting from this date.” This mindset helps maintain a positive relationship with clients and keeps the pipeline moving. 

The goal here is to emphasise the importance of consistent business development and pipeline growth. If your primary role is business development, most of your day should be spent on it. If your role is split, ensure you have dedicated, non-negotiable time for business development and follow-ups. This consistency will positively impact your business in the coming quarters. 

Ongoing business development is essential. Dedicated time each week for these activities ensures a steady pipeline, providing stability and growth for your business. By committing to regular business development, you can manage revenue fluctuations and achieve sustainable success in B2B and service-based industries.