Practice What You Preach: The BD Tactics That Actually Work
The phrase “practice what you preach” gets thrown around a lot, both inside and outside the workplace. But, when you run a business, it becomes a daily mantra. As a seller/doer (thanks David Ackert for that term), someone who both markets services and delivers them, I've tested the same BD habits I encourage my clients to build. And in the two years since launching Edwards Advisory, a few key tactics have stood out as real drivers of growth.
These are the BD tactics that have worked the best for me:
Speaking at industry events to build visibility and establish credibility. These opportunities help me stay top of mind and demonstrate how I think and work in real time.
Following up (more than once!) after initial conversations. Timing is everything. People get busy, and polite persistence pays off (especially when you can provide something of value - i.e. new insights related to their issue).
Being flexible in how I work with clients. Whether that means adapting a training format or offering one-on-one coaching instead of a workshop, meeting people where they are leads to stronger relationships and better results.
Using AI tools to streamline my workflow. I rely on it for help drafting emails when I’m busy, organizing notes, and repurposing content.
Sharing thought leadership regularly. Publishing insights (even short ones) keeps me visible and useful to my network.
Investing in relationships long before I’m trying to “sell” anything. I check in. I refer people. I cheer others on. Relationships are the long game.
Asking for the meeting. Even when it feels bold or awkward, I’ve found that simply saying, “Would it be helpful to talk more?” can open the door to a meaningful opportunity.
Following up after wins to ask for testimonials, referrals, or feedback.
Every one of these tactics is something I coach my clients to do, and I know they work, because they’ve worked for me. As I head into year three, I’ll continue “practicing what I preach” - showing up, following through, and building a business rooted in relationships.