If Part One of my business development double-header was about filling your funnel of contacts, Part Two is about moving people through it to generate strong connections and new instructions. Business development meetings, whether with clients, contacts, or referrers, are the moments where relationships deepen and opportunities emerge.
The problem? Too many meetings end with polite conversation but no follow-through. To create momentum, you need preparation, curiosity, and disciplined follow-up.
1. Always prepare properly for any business development activity.
Don’t arrive cold. A little research makes all the difference:
- What’s happening in their sector right now?
- What pressures are they under?
- How has your relationship evolved to date?
- Did anything happen overnight that might be relevant (I’ve been burnt on this one!!)?
Alex, from our case study, always checked LinkedIn updates, recent news, and past notes before each meeting. It made the conversation sharper and more relevant. It demonstrated interest and really showed Alex on the side of the potential client.
2. Listen more than you speak
The most powerful BD skill is listening. Ask open questions such as:
- What’s changed for you recently?
- What’s keeping you busy right now?
- What’s the biggest challenge ahead?
Then really listen. Clients want to feel understood, not pitched to. Alex’s shift from “explaining” to “listening” was a turning point. A real need to have empathy with your client.
3. When appropriate, bring others into the conversation
You don’t have to provide all the answers. Sometimes the best BD move is connecting a contact to someone else, whether a colleague, another professional, or even a peer client. Alex found this particularly effective. It demonstrated generosity and widened the funnel for everyone.
4. Follow up, always
A BD meeting without follow-up is wasted. Alex’s discipline here was critical. Every meeting was followed by:
- A thank-you note
- A relevant article or connection
- A diary reminder to check in again
This habit turned isolated conversations into ongoing relationships and repeat work over the long term.
5. Think building long-term trust, not transactional
Every meeting is one step towards attaining that crucial “trusted advisor” status. Alex stopped worrying about “closing” and focused instead on trust-building. Over time, this patient, relational approach created more referrals and loyalty than any short-term pitch.
A final thought
From September to December, there are around 90 working days before the year-end. That’s 90 opportunities to deepen relationships, create visibility, and move contacts through your funnel.
Like Alex, you’ll find that results don’t come from dramatic gestures. They come from consistent, thoughtful conversations and reliable follow-up. Protect the time. Show up. Listen deeply. And by Christmas, your funnel — and your confidence — will be in a far stronger place.