Is Business Development an Innate Skill or a Learned Behaviour?

If You Think You’re Not The ‘BD Type’, Think Again.

Ask most professionals what makes someone great at Business Development (BD), and you’ll hear a familiar answer: “They’ve just got it.” The gift of the gab. Natural charm. A certain ease with people and pressure.

It’s a neat story - and for some, it’s true. But here’s the thing: it’s not the only story.

In reality, effective BD isn’t about being a ‘type’ at all. It’s about finding an approach that fits how you think, work, and build trust.

So if you’ve ever thought, “I’m just not the BD type” — think again.

Business Development is a Learned Behaviour

There’s a long-standing myth that business development is all about charisma — that those who win work are simply born with the gift of persuasion.

Sure, you’ve probably seen colleagues with vast networks and a steady stream of invitations to the right events. You may even have tried to mirror their ‘swagger’ or borrow their ‘schtick’. But often, what looks like confidence is actually context shaped by background, life experience, or the ‘tribes’ they belong to. It’s a natural advantage. Sometimes, it’s an unspoken entitlement.

But relying solely on the ‘old boys’ network’? That’s increasingly out of step with how professional services work today. Clients, especially those who don’t share the same life experience or social advantage, value competence, consistency, and connection. They want to know what you’re like to work with, and how easily their problems will be solved.

And that’s good news for professionals who haven’t had the benefit of built-in networks, and who prefer a more measured, less ‘salesy’ approach.

It also opens the door to a better question: What kind of BD approach feels natural to you - and why?

Your Motivation Drives Your BD Style

Psychologist David McClelland (1987) offers a useful lens. His research shows that human motivation is primarily driven by three intrinsic needs:

1. Achievement – the desire to master tasks and excel;

2. Affiliation – the desire to build relationships and belong;

3. Power – the desire to influence and shape outcomes.

These motivators influence how people lead, how they engage with clients, and importantly, how they approach business development.

1. The Achiever

You like setting goals, hitting targets, and tracking progress.

You enjoy structured activity - planning BD calls, refining your pitch, mapping relationships, or testing what works.

BD sweet spots: Account planning, relationship mapping, metrics, consistent follow-up.

Watch for: Getting stuck in planning mode or finishing your call list and wondering, “Now what?”

2. The Connector

You enjoy building trust and creating value for others. You probably don’t call it “BD” - you’re just helping people. And that makes you memorable.

BD sweet spots: Hosting small events, making thoughtful introductions, deepening client rapport.

Watch for: Being so generous with time that you don’t ask for opportunities, or so generous with introductions that others take advantage.

3. The Influencer

You’re drawn to ideas, visibility, and shaping conversations.

You enjoy speaking, writing, and being seen as a ‘go-to’ person in your field.

BD sweet spots: Presenting at events, publishing insights, leading industry conversations.

Watch for: Prioritising profile over relationships - or staying so high-level that clients don’t see how you can help them directly.

Why it matters: Comfort drives consistency

Effective BD doesn’t require people to stretch endlessly. It thrives when people work with their preferences, not against them. When people’s BD roles are matched to these drivers, they perform better, stay engaged longer, and build deeper trust with clients and referral sources.

As I said in my article, Why the Rainmaker Is Dead, today’s work-winning model isn’t about individual charisma or heroic selling. It’s about consistency, collaboration, and playing to your own strengths.

For Leaders: One Size Won’t Fit All

The implication for Firm leaders is clear: don’t push a single model of BD excellence because rainmakers, like clients, come in many forms. Instead, help professionals identify their natural motivators and give them strategies that fit.

That might mean letting one person build quiet referral relationships, while another grows a reputation through industry speaking. The key is not to standardise, but to activate what already drives them.

WANT MORE?

Effective business development isn’t about becoming someone you’re not. It’s about recognising what motivates you - then leaning into it.

If you’d like to brainstorm ideas about your BD you can book a private online meeting with me here www.bd45.com.au

If your firm is looking for a speaker on BD for your team retreat or leadership program, then get in touch.

For public workshops you can find more here.

REFERENCES AND FURTHER READING

By Sue-Ella

The Key To Successful Practice? Stop Focusing On Winning Work (2023)

It’s Official: Professionals Believe Business Development Is More Difficult for Women (2023)

Why the Rainmaker Is Dead: The New Rules for Winning Work. (2019)

Why Business Development Works Best When You're in Your Comfort Zone – Not Out of It. (2017)

Aaron, A; Lewandowski, G.W; Mashek, D. & Aron. E.N. (2013) “The Self-Expansion Model of Motivation and Cognition In Close Relationships” in Jeffry A. Simpson, and Lorne Campbell (eds),The Oxford Handbook of Close Relationships, Oxford Library of Psychology (2013 online edn, Oxford Academic, 1 Aug 2013).

Buckingham, M. The Stand Out Assessment: Your Key To A Strengths-Based World., The Marcus Bucksingham Company. Free online assessment.

Dixon, M.; McKenna, T.; Channer, R. & Freeman K (2023) What Today’s Rainmakers Do Differently, Harvard Business Review Magazine, November-December Issue

Lewis M (1989) Liar’s Poker.

McClelland, D. C. (1987). Human Motivation. Cambridge University Press (online edn, July 2014)

Pink, D. (2013) To Sell Is Human: The Surprising Truth About Moving Others, Riverhead Books

Sinek, S (2024) The Simple Way to Find Strength in Your Weakness (Video 2:41)

Sue-Ella is the Principal of Prodonovich Advisory, a business dedicated to helping professional services practices sharpen their business development practices.

She works with Law Firms and Business Consultants that focus on positive client relationships, and with individuals who want personal, intelligent support.

Linkedin https://www.linkedin.com/in/sueella-prodonovich/

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