BD training...is it needed?

By Peter Kienle, FSMPS, CPSM, MBA posted 12-18-2014 13:22

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Just read the newly published 2015 Hinge Research Institute survey titled "2015 Professional Services Marketing Priorities."

They collected 530 surveys from different professional services firms including over 100 from AEC firms, primarily from principals.

Their data showed that the most mentioned challenge facing professional services firms today is Attracting and Developing New Business ( 72% mentioned)

The data also shows firm 2015 planned marketing initiatives. The item that came in 12th place mentioned only 29 % of the time was Training in Business Development Skills.

I don't know about all of you but my experience is that one of the biggest problems in business development still today is the technical professionals lack of skills to do it. That is even after the thousands of firm professionals trained by BDI and the firm BD training that myself and other Senior Marketing Professionals are doing regularly out in the industry.

Help me friends-- does it seem that training BD of staff will continue as a low priority even though BD is a large priority for the firms.

Pete Kienle

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Lindsay Diven, CPSM

01-16-2015 09:52

Developing new leads and new business is always top of mind at the executive level. I could imagine that actual BD training is lower on the priority because much of BD cannot be trained in a workshop. Folks need to get out with successful sellers and shadow them in action. Yes, the fundamentals and strategy can be taught, but it is one of those skills you won't feel comfortable with until you actually start doing it.
The challenge is availability to not only get out and meet with clients/prospects but then taking another do-er off the floor to shadow them. Resources are stretched thin as it is, but firms will need to push for this succession of sales as seasoned seller-doers start to retire.

Cameron Dean

01-06-2015 16:23

Peter,
I will chime in here. Not to sound unprofessional, but it seems illogical (and wacky) that folks would vote Attracting and Developing New Business so highly, and then, turn right around and vote Training in Business Development Skills so lowly. Each go hand in hand.
In my experience, and opinion, Training in Business Development Skills should have been ranked 2nd in the survey you mentioned.
Strange.
Best regards,
Cameron Dean

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