Make Business Development More Enjoyable

​I recently spoke with a client, Amy, who landed a large matter that she was excited about. Her new client, Susan, was someone who checked all the boxes – a seasoned buyer, someone who understood the value-add that Amy and her team brought to the table, and a client with ample budget for the work.

To top that, the work fit into Amy’s niche. It was work that aligned with her core strengths and interests.

I asked Amy how she originally met this client. She had to think a minute because it had been a couple of years since her first contact with Susan. She met her at one of her daughter’s soccer matches.

Over time, and several subsequent soccer games, Amy learned that they had more in common than just chauffeuring their kids to various sporting events. Susan liked to hike with her dog, and enjoyed fine wine. Things that Amy enjoyed, as well. She also learned that her new friend happened to be General Counsel for a large tech company in Silicon Valley.

​Amy realized that it would be prudent to get to know Susan but preferably in an organic way and not forced. She often met with her over hikes with their dogs, or a glass of wine. Amy wouldn’t press for work, and learned more about the GC’s business in a relaxed environment. Susan also started to learn more about Amy’s practice.

Approximately 2 years after the two originally met at their daughers' soccer match, Amy received an email from Susan asking to engage her in a matter that, to date, is one of Amy’s largest matters she has landed.

Amy’s story is one of many I have heard like this over the years. She connected with someone outside of the traditional business arena, forged an authentic friendship, and wasn’t afraid to talk about business. More importantly, she conducted business development meetings in a setting that was enjoyable for her and her client.

It is difficult enough in today’s market to carve out time for our personal interests. The pressure of billable hours, family obligations, and revenue generation takes up most of our time. Hence the importance of keeping our eyes open for opportunities from the non-traditional business settings such as soccer games. 

This concept seems straightforward yet so many professionals overlook it. While it is important to expand business relationships through traditional means such as meetings over coffee or lunch, let's not forget that many of them can grow through activities we enjoy most.