Don't Let Q4 Kill Your BD Momentum

Most professionals make a deal with themselves in Q4: I'll get back to business development when things slow down.

Except they rarely do. When BD pauses during busy periods, the silence shows up a few months later as what I call the "lumpy practice" — great when you're buried, suddenly quiet when projects end.

Years ago, when I was leading business development for Deloitte's forensic practice on the West Coast, I asked a colleague who ran our global investigations practice if he still made time for BD during his busiest stretches. He didn't hesitate.
"Absolutely. That's when I have the most to talk about, and I'm coming from confidence, not need."
​
That stuck with me. The best time to engage isn't when you have space on your calendar. It's when you have momentum. You're active, sharp, and full of stories that make connection easy.

I know what you're thinking: There are only 24 hours in a day. True. But if something matters, you find the time. And you don't need huge blocks. Just 10-15 minutes daily makes a real difference.

One of my clients, a litigator named John, was drowning in billable work. Every day felt like triage. So we started small: fifteen minutes a day, no exceptions. A quick note to a referral source. A short call with a former client. One thoughtful LinkedIn comment.

Within six months, John had three new matters from contacts he'd reconnected with during those fifteen-minute windows. Three years later, he's consistently one of his firm's top revenue generators — not because he launched a big initiative, but because he built a habit that never slipped.

That's what separates steady growth from sporadic success. You don't need more time. You need a trigger. Stack BD onto something you already do: before opening email, before your first meeting, before the day takes over.

Q4 is busy for everyone. That's exactly why your outreach will stand out. While others go dark, you stay visible. While they wait for the "right time," you're already building the relationships that will pay off in Q1.
​
Don't lose your rhythm when it matters most.