Business Development — a basic primer of thoughts (2022 version)

At the end of 2021 I returned to argo after a short sabbatical to take on Account Development and Growth across Europe. As it’s rare to have a UX Designer move from Creative Direction, to Studio Leadership, to Sales and Business Development, I felt putting together a simple updated primer on Business Development may help other Designers who want to know more about this role and it’s functions.

What follows is the distillation of an internal document I shared with the Amsterdam Studio at the start of 2022 on what Business Development should be doing to build, sustain, and grow studio business.

Opening the metaphorical door to new business 😂

1. Business Development (BD) is the ongoing creation and maintenance of a [business] network, based on long-term value you provide.
2. Always have a larger plan for sales and overall studio growth. Know how to (1) drive incoming new leads through marketing and brand awareness, (2) how to handle inside sales through building accounts, (3) how to generate outbound leads through personal networks and hunting and (4) how to set targets for new client revenue, existing client growth, and overall revenue growth.
3. Spend equal time building existing accounts and finding new clients.
4. For new clients, build a marketing strategy to drive interest and build awareness.
5. For existing clients, create one-pagers on each client. Know what is important for their business, who is important, and how you might lose their business at any time. What is directly in front of you may not always be what is most important. Looking at the bigger pictures helps elevate conversations and stay connected with the larger strategy.
6. Great BD is great strategy. For existing clients, using the one-pager, set up account reviews and create plans for (1) evaluating current programs, (2) who is important on current/future programs, (3) how to stay in touch after a program finishes, and (4) what [new] program ideas or materials may be interesting for them to extend the working relationship.
7. Solve the clients business problems, not your own. Speak in their language, not yours. Know what problems the client is facing, what problems you’re solving, and how they are important to the overall business.
8. For any current, potential, and past client, aim to always remain top of mind. When possible, make sure you’re spending time on-site with clients. Get new introductions, share your own knowledge and ideas, and be there to help them on their challenges.
   “The more you’re in the office, the worse you’re doing your job”
9. Qualify all programs early — Ask about budget and timeline up front. Know who controls budget, their strategic goals, and what KPI’s may be attached to programs.
10. For new clients, strive to establish credibility and trust early. Show that you’re the right company to become a client partner on their most difficult challenges.
11. Embrace ambiguity and understand that clients not knowing what they want is an opportunity. Treat it as such. Help them not only in the design, but the fundamental problem they are solving and how it can help their business.
12. Finally, respect your clients. They are experts in their industry and solving problems in the best ways requires a symbiotic relationship.

In the end, remember that great Sales and Account Management isn’t selling, but understanding and solving. Sales is only hard when you’re trying to sell to someone who isn’t buying.

Want more on Design Entrepreneurship? Check out this ever growing list of articles and view points.