Why do so many people believe anyone can be a business developer?

This is a phenomenon I encounter time and time again.

This is a phenomenon that time and time again leaves me shaking my head incredulously.

It is rare that someone is either so delusional or so egotistical that they believe, without any training or experience, they can be an engineer, a doctor, a supply chain management specialist, a nurse, a cosmetologist, or an astronaut. Yet that does not appear to be the case with sales and marketing. I repeatedly find that the vast majority of people I meet in business believe they can be a business developer.

Years ago, I remember hearing a story of a General and his driver who were tasked with traveling to the various military installations on the east coast and briefing the spouses of the deployed soldiers on the various programs and support networks available to families while the soldiers were deployed. One after another they hit the bases and the General gave the briefing while his driver flipped the PowerPoint slides. While enroute to yet another base, the two were talking as they were driving along and the driver asked the General, if didn’t he get tired of giving the same pitch again and again?

The General replied no not at all; and while it may seem to the driver that every briefing was the same, every briefing actually was subtlety different and each had its own set of challenges. The driver replied, “Well I respectfully disagree with you General. In fact, I think it is so easy and I have listened to it so many times I could give the briefing at the next base.” The General paused in thought for a moment and then said okay – next stop you give the briefing and I will flip the slides.

At the next installation, having swapped uniforms, the two took to the stage and began the briefing. As the General flipped the slides the driver moved rapidly through the information with not too much problem. During the question and answer period however, each question became a little more complex, and he increasingly struggled to respond as the extremely quizzical spouses were besieging him with concerns. Finally as the questions increased in quantity and complexity he had a spouse stand up and make a particularly involved query. Completely stumped and on the verge of panic, he hesitated for only a moment, then quickly responded, “Why that is so simple, I am going to let my driver answer it for you.”

While this may be a somewhat lame anecdote, it does reflect a situation all too common in many organizations. This is a modus operandi all too often exhibited by the, “helicopter business developers”. These are the folks who believe, that simply by periodically flitting in and out of the marketplace, (usually by attending shows, conferences, and seminars); not being held responsible and accountable for developing the business and making sales; and not doing the day-to-day, week-to-week, and usually month-to-month  “nug” work so essential to developing business relationships,  they are in fact “developing the business”.  Therefore, in their minds they believe they are business developers.

Now granted, to their credit very few of these people actually profess any desire to pursue the business development career path. In their minds however (as evidenced by the free and willing advice they are quick to dispense to all who may be within earshot) they could easily do the BD job if they wanted to.

Why this fact amazes me so much is that prior to my entering the field of business development, my sense of capabilities never included the concept that I could successfully sell anything, much less help others achieve the same results. I in fact was quite humbled by those I saw as being incredibly gifted and talented at “closing the deal”. I saw it then, as I do now – it is a real skill.

The man who makes an appearance in the business world, the man who creates personal interest, is the man who gets ahead. Be liked and you will never want.
Death of a Salesman, Arthur Miller
Willy Loman, Act 1

As I gained experience and was mentored by these “G&T” individuals, I realized even more that Business Development was not only a “Willie Loman” like art form, but was also a science or process. While every member of the organization is responsible for “growing the business”, it takes trained and focused Business Development professionals to systematically achieve business growth. Sales are different from business development. By recognizing Business Development as a science or process, I realized that there were certain principles that could then be learned, taught, and then followed. Achieving this knowledge provides the foundation required to be a successful business developer. Practicing the knowledge is what sets apart the successful Business Developers.

It is this knowledge, both how to achieve it and how to execute it, that Alternate Axis shares with its clients.

This knowledge will also be the focus of our future discussions.