When people think about business development, they often imagine something complicated. They picture detailed plans, networking events that feel forced or long reports that never get used. The reality is much simpler. At its core, business development is about relationships.

The relationships you build, the people who know you and trust you, and the connections you nurture are what lead to new opportunities. Skills and results matter, but they don’t matter as much if people don’t think of you when they need help. That’s why business development is less about one big moment and more about small, steady steps that keep you top of mind.

I was reminded of this recently when I took part in Mo Bunnell’s GrowBIG® Training. I’ve followed Mo’s work for years and have always appreciated how approachable it is. Being part of the program gave me a chance to reflect on how I approach business development and why consistency, timing and tracking are so important. It also reinforced something I already knew but needed to hear again: people want to work with those they know, like and trust.

Lessons That Stood Out

The GrowBIG® Training covered a lot of ground, but a few ideas really stayed with me. They stood out because of how practical they are and how easy it is to put them into practice.

  • Look for ways to be helpful even when there’s no immediate return.
  • Shift your mindset from only doing the work to also winning the work.
  • Challenge beliefs that hold you back, like worrying you’ll bother someone or thinking you’re too busy.
  • Use small consistent gestures of help, insight and introductions to build trust.
  • Deepen relationships over time instead of expecting instant results.
  • Stay in touch so you remain top of mind.
  • Listen more than you talk and let the client guide the conversation.
  • Treat business development as a regular practice until it becomes part of your routine.

These lessons aren’t complicated. What makes them powerful is turning them into habits. That’s the hard part — carrying them into your daily work so they become second nature. Business development doesn’t happen when you remember to do it. It happens when you practice it regularly.

Why Consistency Matters in Business Development

One of the biggest reasons business development feels overwhelming is because people treat it as something extra. They wait until they have time. But the time never comes. Other priorities take over and weeks or months go by without a single touchpoint.

The professionals who succeed at business development don’t do more than everyone else. They do it more consistently. They build it into their calendar. They create a routine that keeps them visible even when they’re busy with client work.

Think about starting small. Choose five to ten contacts this month. Spend a few minutes looking at what they’ve been working on so your message feels thoughtful. Keep it short and personal. Suggest something simple like coffee or a quick call. Then repeat the process next month. It’s the repetition that matters. Business development grows from steady, reliable effort.

Here’s a framework that makes it easier to follow through:

  • Start small: Focus on 5 to 10 contacts so the task feels doable.
  • Be prepared: Read recent updates so your message feels timely.
  • Make it personal: A note tied to their work is more likely to get a reply.
  • Keep it moving: Suggest coffee, a call or a check-in. The form matters less than the regular rhythm of staying in touch.
  • Review and adjust: Every few months, notice who responded and what led to meetings or new work and spend more time there.

Consistency in business development shows reliability. When people hear from you regularly in a genuine way, it strengthens the relationship. Over time, that trust is what creates opportunities.

Timing Shapes Business Development Outcomes

Consistency keeps you visible, but timing shapes how your outreach is received. You can send the best message in the world, but if it lands when someone is buried in deadlines or out of the office, it may not get read. That’s why timing is such a key part of business development.

Fall is one of the best seasons for outreach. People are back from summer, focused on what needs to be finished before year-end and what they want to kick off in the new year. Budgets are under review, priorities are being set and leadership teams are deciding where to invest their time and resources.

That makes fall an ideal moment for business development conversations. Your message is less likely to get lost under vacation replies and more likely to align with what’s already on your client’s mind.

Here are a few ways to use timing to your advantage:

  • Budget reviews: Many organizations confirm legal spend in Q4. A note during this time can influence how they allocate work.
  • Deal activity: Clients often push to close transactions before year-end. Reaching out now can put you in position to help.
  • Board meetings: Q4 board meetings often focus on strategy and risk. A message before or after those meetings shows you’re paying attention.
  • Planning for Q1: Outreach in the fall can lead to speaking opportunities, client programs or new matters in the new year.
  • Holiday calendars: Reaching out before travel and year-end events makes it easier to get on someone’s schedule.

Business development is more effective when you pay attention to timing. Reaching out when clients are already planning makes your message feel timely and relevant instead of forced.

What to Say in Business Development Outreach

Even with consistency and timing in place, many professionals still hesitate because they don’t know what to say. They put pressure on themselves to craft the perfect message, which usually results in silence. The good news is that business development outreach doesn’t need to be long or polished. Short, thoughtful notes are often the ones that spark a reply.

Here are a few examples you can make your own:

  • Hi [Name], I saw your firm advised on [deal]. Congratulations on the outcome. I’d like to hear more about it.
  • Hi [Name], I noticed your fund just announced [round]. Exciting milestone. Let’s find a time to connect soon.
  • Hi [Name], your panel on [topic] caught my attention. I’d enjoy hearing your perspective.
  • Hi [Name], I read [article] and it reminded me of our last conversation. Are you free to catch up next week?
  • Hi [Name], I’ll be at [event]. Will you be there?
  • Hi [Name], congratulations on your new role. I’d love to hear about your priorities as you get started.

These are not long messages. They are personal and easy to respond to. That’s what makes them effective. Business development grows when outreach feels approachable instead of scripted.

Tracking What Works in Business Development

Another challenge I hear about all the time is staying motivated. It can feel discouraging when it seems like your outreach is disappearing into a void. I’ve been there too. What helps is having a simple way to track your efforts so you can actually see progress. It doesn’t have to be complicated — even a running list of who you’ve reached out to and how they responded can give you a clearer picture of what’s working and where to focus next.

Keep a record of who you contacted, when you reached out and what happened afterward. Did they reply? Did it lead to coffee or a call? Did they connect you with someone else? Over time, these notes will reveal patterns that help you decide where to put your time.

Signals worth tracking include:

  • Replies to your outreach.
  • Invitations to coffee, lunch or a call.
  • Introductions to colleagues or others in their network.
  • Engagement with content you’ve shared.
  • Follow-ups where they suggest a next step.
  • Opportunities to pitch, collaborate or join a panel.
  • Matters that grew from your outreach.

Looking at these every few months gives you a clearer view of what’s working. If former clients are quick to respond, that’s where to focus more energy. If certain contacts rarely reply despite multiple tries, you may be better off shifting attention elsewhere.

Turning Business Development Ideas into Habits

Learning new ideas is the easy part. The challenge is putting them into practice often enough that they become second nature. Business development isn’t something you can do once in a while and expect results — it builds when it’s part of your regular routine.

That doesn’t mean carving out huge blocks of time. Even setting aside a short window once or twice a month can make a real difference. Sending a few thoughtful notes on a consistent basis can lead to coffee, introductions and, eventually, new matters.

Most opportunities don’t appear out of one big moment. They start with a message that leads to a coffee that turns into a call and then into work. They happen because you’re visible when someone is making a decision, or because you listened closely and followed up with something helpful.

When business development becomes a habit, it stops feeling like another item on your to-do list. It becomes part of how you build your career, maintain relationships and grow your practice.

Connect with me on LinkedIn, X, Threads, YouTube, Instagram, sign up for my email list and follow my blog.