Business Development Is Not For Today!

Business development is not for today. Business development is for tomorrow. A common misconception plagues the AEC industry. Too many firms frame business development (BD) as a quest for immediate gains rather than long-term growth.

Today's BD is Tomorrow's Success
Too often, we think of business development (BD) as finding work TODAY. BD within the AEC sector is mistakenly equated with sales - a direct push to win work, sign contracts, and fill project pipelines. But that is not how great business development works. Rarely does a BD professional visit a client and get a project the same day, the same week, or even the same month. On the rare occasion, a project may be solicited a few days or weeks after a BD visit. These are usually not the right client or project fit. Only disorganized clients will solicit work from a consultant in a short turnaround.

Cultivate Relationships to Harvest Revenue
The best clients, the ones with whom we want to grow, are well-organized and funded. These clients know the projects they wish to accomplish months, if not years, in advance. Great BD work means pursuing a relationship with these clients. While growing or maintaining a client relationship, the BD professional stays ahead of project opportunities. Together, the BD professional and client look ahead to discover projects that are in the best interest of both the client and consultant.

Great well-prepared clients are more distinguishing in selecting consulting partners. They're looking for more than a service provider. They're in search of a partner that aligns with their vision, values, and long-term objectives. BD professionals take the time to learn these things through relationship-building.

Positioning Leads to Profits
BD work done today is positioning for desirable clients and projects tomorrow. Often, the project a prospective client talks about today will not be needed for 12-18 months. The consultants who maintain relationships and stay in the know are the ones who will be best positioned for work in a year or more. Firms with an eye on long-term success shift the focus from reactive opportunism to proactive strategizing. This requires a long-term vision and consistent effort to build relationships and stay informed about industry trends and upcoming projects.

The Road Ahead
For the AEC industry, redefining business development as a forward-looking task requires a cultural shift. It requires patience, foresight, and a commitment to investing resources without the immediate gratification of tangible wins. Just like smart 401(k) investing, the return on investment (ROI) should be measured in months and years, not days and weeks.
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In conclusion, great BD work predicts the future of an AEC business and actively participates in creating it. The work put in today yields profitable business tomorrow.