Business Development: One Step at a Time
One of my favorite questions to ask anyone who wants to grow their book of business is: “What is one thing you can do today?”
If the answer is “I don’t know,” that’s okay — in fact, it’s a great place to start. When I’m in the room, on a call or just having this conversation live, we usually talk it through together and land on something very doable. Not a grand strategy. Just a next step.
For those of you who don’t have regular chats with me (and yes, I’m always open to that: rebecca@edwards-advisory.com), I wanted to share a handful of ideas you can keep in your back pocket. These are simple ways to move a relationship forward, whether you’re getting to know a prospect or deepening an existing client relationship.
If you’re just getting to know them:
Share a relevant article or insight (demonstrate that you understand their business and what matters to them)
Send a quick “thinking of you” or congratulatory note (I’m a huge sports fan, so I’ve sent notes recently congratulating a prospect on Indiana University winning the collegiate national championship, and a client when the Seahawks clinched the NFC)
Connect and engage thoughtfully on LinkedIn (make sure you’re actually connected — and use that bell icon so you see when they post)
Invite them to a firm program or event (even if they can’t attend, the invitation itself shows that you’re thinking of them)
As trust builds, shift toward finding shared time and keeping the conversation going:
Grab coffee or attend the same industry events (prioritize one-on-one conversations; if you’ll be at the same event, reach out in advance and plan to connect IRL)
Check in after a matter closes (not just to ask how it went, but to learn more about what else they’re working on)
Make a helpful introduction within your network (an accountant, a landscaper, a potential buyer - the more helpful you are, the more trust you build)
When you’re already the trusted advisor:
Flag issues, risks, or opportunities they haven’t raised yet (pay attention to what might affect them and what colleagues are seeing with similar clients)
Have one-on-one conversations about their business, challenges, and priorities (this is a perfect time of year for these; a simple “What are your big goals this year?” goes a long way)
Ask directly: “How can I help right now?” (if you’ve laid the groundwork, there’s nothing wrong with asking this)
At the end of the day, relationships move forward because you’re paying attention and being helpful.
You don’t need a perfect plan. Pick one thing that feels natural, do it, and let the relationship grow from there.