What I’ve Learned About Successful Business Development in a Virtual World

By Jennifer Prosek

Senior executives — especially those with business development responsibility — have found it difficult to recreate themselves in an online world. The conferences they once attended to develop relationships, raise funds, or bring in new business are gone and don’t look like they are coming back any time soon. 

Virtual networking with people you don’t know is uncomfortable territory for most, and with COVID-19 cases again spiking across the country it looks like business development in a virtual world is here to stay for a while. 

Much like my clients, it’s taken me a while to adjust - but I have, and I’ve learned what it takes to be successful:

Make sure your digital profile is strong. The days of judging people by whether they have a strong handshake are over. In this new world, your digital profile becomes more critical than ever. The two digital assets you can assert the most control over are page one of your Google profile — 75% of searchers never make it to page two — and your LinkedIn.

When it comes to Google, make sure that you and your company are regularly putting out content on your website and social channels. This type of content is considered by Google to be highly relevant for users searching for your name and therefore appears first on your search results page, meaning it can push down any negative news articles that might exist.

For LinkedIn, focus on the audience you hope to reach and think about what drives them. Personally, I’ve found that a mix of the personal and professional works well. Margaritas on the beach certainly don’t belong, but it’s important to show the person behind the title.

The best-performing post I’ve ever written was a letter I wrote to my 12-year-old daughter when I gave her an iPhone called “A Promise to Your Parents.” It showed what’s important to me, but also brought out a side of my personality that many of my clients and employees don’t see. Most of all, it was relatable. I can’t tell you how many calls it led to from “master of the universe” clients asking for advice on what to tell their own kids as they gained more independence.

Pivot from “selling” to “giving gifts.”  At a time when there’s so much focus on the selflessness of first responders, being overly sales-y can come off as tone-deaf and insensitive. Instead, focus on what you can do for others. You can give the gift of insights, data, an invitation to a virtual conference, or an introduction. Giving to receive is the best way to sell in this environment. If you can give someone advice that helps them become more valuable at work or introduce them to a new contact, you’ll have done a little bit to ease their stress and anxiety. Most likely, that will come back to you somewhere down the line.

Treat video meetings seriously and master this new medium. I’m constantly surprised by the number of top executives I talk to who hate video meetings. Like it or not, video meetings are the new reality, and not embracing them would be the equivalent of not embracing the Internet in the 1990s. You’ll simply be left behind. Whenever you have the option of joining by video, instead of just audio, take it. You’ll feel more connected to the meeting and people will feel more connected to you.

Think about your backdrop. Make sure it’s neat and clean, but not sterile. A bookcase, a shelf with some family pictures or souvenirs, or a custom background are a nice touch. Most importantly, avoid multi-tasking. Unlike a conference call, people know if you’re distracted. Also pay attention to your body language. Use hand gestures, smile and show enthusiasm. There’s an art to video meetings, just as there is with face-to-face meetings.

Re-evaluate your solution set. Think hard about what you are offering your customers and partners and whether those solutions are still valuable in today’s world. Encourage your employees to brainstorm new solutions that can help your company evolve. And take every idea seriously. The goal isn’t to develop a silver bullet solution. It’s to have an arsenal of ideas that could come in handy in a rapidly changing environment.

The more things you try and experience, the more likely you can draw upon that experience in ways you never thought you would need. The idea that seems far-fetched today could save your business tomorrow.

Ensure every outreach mixes commerciality with empathy. With the virus spiking across the country the fear hasn’t gone away. In addition, many people are struggling to balance work with childcare, homeschooling or elderly parents. Often, they feel like they’re failing at all of them — even if they’re not.

It’s important to keep this in mind when you talk with employees, potential partners and customers. People recognize that it’s OK — even necessary — to talk business. But don’t forget the person behind the work.

For all the surface differences, the core of business development and executive visibility doesn’t change much when shifted to the virtual world. Be sensitive, engaged and focused on the needs of others and you’ll be well-positioned for success.