IN THE past, companies often relied on word of mouth and organic growth to expand their reach. While these methods still hold value, today’s business landscape calls for a more proactive and strategic approach. Enter Business Development (BD), a dynamic and increasingly vital function that is reshaping how organisations grow, innovate, and thrive. This article explores the evolving role of business development and how each of us, regardless of role, can contribute meaningfully to its success.
What is Business Development (BD)?
When you hear the term ‘business development’, what comes to mind? For many, it might immediately bring up thoughts of sales. While the two are closely connected in driving revenue, business development plays a broader and strategic role. At its core, it’s about uncovering new opportunities, building meaningful relationships, and creating lasting value for the organization. It’s not just about closing deals. It’s about opening doors to new possibilities. BD professionals wear many hats, and their role is multifaceted. Here are some of the core responsibilities that define business development:
- Strategic planning and execution
Business development begins with a clear understanding of the market. Professionals in this field conduct thorough research to identify trends, customer needs, and competitive dynamics. They use these insights to develop well-informed strategies and continuously refine them to align with the organisation’s goals and the evolving business environment.
- Finding new opportunities and driving innovation
Once a strategy is in place, the focus shifts to identifying areas for growth. This could mean exploring new markets, developing innovative products or services, or forming strategic partnerships. Business development professionals are always looking ahead, seeking ways to create value and stay ahead of the curve.
- Strengthening relationships and building trust
At the heart of business development is the ability to connect with people. Building strong, authentic relationships with clients, partners, and internal stakeholders is essential. These relationships foster collaboration, loyalty, and long-term success.
- Collaborating across departments
Business development is most effective when in harmony with other teams. Whether it is aligning with marketing on messaging, supporting sales efforts, or collaborating with product teams to meet market needs, BD helps ensure that everyone is moving in the same direction toward shared goals.
Developing the business, no matter your role
You don’t need to have “business development” in your job title to think and act like a business developer. In fact, some of the most impactful BD moments happen outside of formal BD roles. Whether you’re in operations, marketing, finance, or any other department, you have the power to contribute to your organisation’s growth.
So, how do you start thinking like a business developer?
Show genuine interest and empathy
At the heart of business development is the ability to build meaningful human connections. When you take the time to truly understand their needs, goals, and challenges, you begin to earn their trust. Trust is not built overnight. It grows when people feel that you are genuinely listening and that you care about their experience.
Empathy naturally follows when you are fully present in a conversation. It allows you to see things from another person’s perspective and respond in a way that makes them feel supported.
For example, a team member notices that a client seems overwhelmed during a routine check-in. Instead of diving straight into the agenda, they take a moment to ask how things are going and listen carefully to the client’s concerns. This leads to a deeper understanding of the client’s challenges and opens the door to offering more tailored support.
Asking the right questions opens doors. Instead of jumping into solutions, explore the client’s context: “What’s your biggest challenge right now?” or “What would success look like for you in the next quarter?” These kinds of questions uncover pain points, goals, and areas where support is truly needed.
Every interaction is a BD Opportunity
Opportunities often come from the most unexpected places. A casual conversation with a colleague, a thoughtful response to a client, or a chance meeting at an event can all lead to meaningful connections. When you approach each interaction with openness and curiosity, you naturally create space for new ideas and partnerships to emerge.
For instance, you might be at a conference and strike up a conversation with someone who shares a business challenge, and it turns out that the challenge is something your company can solve. That simple exchange led to a new opportunity. By being open, curious, and present, you invite new ideas and possibilities. These moments may seem small and spontaneous, but they can open doors to bigger opportunities.
Look for growth in relationships
Business development is not about quick wins or one-time transactions. It’s about building relationships that grow over time. You don’t win a client or partner in a single meeting. Business development is about nurturing trust, showing up consistently, and commitment to adding value even when there’s no immediate return.
Think of a colleague who consistently checks in with a long-time client, not to sell but to genuinely ask how things are going, ensure the quality of service remains high, and understand how their needs are evolving. This kind of thoughtful relationship-building fosters loyalty, encourages referrals, and opens the door to deeper collaboration.
Stay curious and solution-oriented
Curiosity is the spark that drives innovation. Business developers are always asking questions, exploring new ideas, and looking for ways to make things better. No matter your role, you can embrace this mindset by staying engaged, being open to feedback, and taking initiative to solve problems.
For instance, consider a scenario where several clients begin asking similar questions about a new regulation. Take the initiative to create a short guide and share it with the broader client base. This proactive approach adds value and positions the firm as a trusted advisor.
Conclusion
Business development isn’t limited to a title or a department. It’s a way of thinking, a shared responsibility, and something we can all practise in our day-to-day work. It means being curious enough to ask meaningful questions, empathetic enough to truly listen, and bold enough to explore new possibilities.
Every conversation, every collaboration, and every challenge is an opportunity to contribute to growth. When we show up with empathy, stay open to ideas, and look for ways to help others succeed, we help our organisations grow and thrive.
No matter your role, you can contribute to business development by being intentional in how you engage, how you listen, and how you create value through your actions.
So ask yourself: what’s one way you can practice business development today?
Anna Salvador is a Business Development Manager for the Business Process Solutions Practice Area at P&A Grant Thornton. One of the leading audit, tax, advisory, and outsourcing firms in the Philippines, P&A Grant Thornton is composed of 29 Partners and 1,500 staff members. We’d like to hear from you! Connect with us on LinkedIn and like us on Facebook: P&A Grant Thornton and email your comments to business.development@ph.gt.com. For more information, visit our website: www.grantthornton.com.ph.
