"I don't do business development!"

"I don't do business development!"

I must hear this 20 times a week – and I get it, because guess what? Neither do I! Or at least I don’t feel like I am.? I feel very fortunate to represent a bench of talent who are, quite frankly, awesome at what they do.? They make a genuine difference to businesses, are a million times better than what you would be get for more money at branded consultancies, and to me bringing in their expertise on a short-term basis is a no brainer and a HUGE value add.

So, I speak to people I know about people I rate.? That’s it!? It doesn’t feel like Business Development because I feel a step removed, I’m not selling myself, I’m promoting others.? And I’m not shy about promoting them – because they are going to help my clients achieve their goals and I’m confident in their potential because I’ve seen the impact of what they’ve done elsewhere.?

Eat, sleep, repeat!

So why do we hate promoting ourselves and doing our own business development so much?? I thought as I have this conversation so often it might help to unpack the reasons.

I think people shy away from business development (BD) or think of it as a "dirty word" for a few reasons:

Fear of Rejection

The idea of reaching out to someone—especially when it's not a warm lead—feels risky because it exposes us to rejection. No one likes the possibility of hearing "no," especially when it's personal or related to your work. Business development often means putting yourself on the line, which can feel uncomfortable.

Negative Perception of Sales

Business development is often associated with sales, and sales has a negative stereotype for being pushy or manipulative. People imagine high-pressure tactics or annoying cold calls, so they distance themselves from BD, not wanting to be seen in the same light. This perception is outdated but still lingers in many professional circles.

Lack of Comfort with Uncertainty

Business development involves a lot of unknowns: How will the other person respond? Will they even be interested? How do you know if you're targeting the right person? Uncertainty can be paralyzing, especially when compared to roles where there are clearer steps or more predictable outcomes.

Misconception of What Business Development Is

Many people think BD is just about selling, but it’s really about relationship-building. It’s about identifying new opportunities, partnerships, and potential revenue streams in a way that’s mutually beneficial. When viewed this way, it becomes less about the uncomfortable “ask” and more about establishing connections.

Imposter Syndrome

You might feel like you’re not the right person for BD or that you're not qualified to reach out to potential partners or clients. If you're not a "salesperson," you might hesitate to make that outreach because it feels like you don’t belong in that space.

Social Discomfort

Some of it is just plain social discomfort—reaching out to people you haven’t spoken to in a long time (or ever) feels awkward, even if it’s for professional reasons. You wonder if you’re bothering them, or if your timing is off, or if your outreach is somehow inappropriate.

In reality, BD is often less intimidating than it seems. It’s more about listening, understanding someone else’s needs, and finding ways to collaborate. When approached authentically and thoughtfully, BD can feel much more natural than the salesy or manipulative image many people associate with it.

If you’re clear about your proposition, and all the business benefits you bring – shout about it! What’s the worst that can happen?

You never know – it might just work! ??

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