Introduction:
The adage “Everyone is in sales” is a familiar refrain in the business development world. Its application, however, extends beyond a mere saying, especially within the realm of professional services. This concept is pivotal for those in leadership, delivery, and client interaction roles, requiring a shift in mindset to actively participate in sales, business development, and marketing efforts.
Professional Services in the B2B Landscape:
In B2B sales, professional services can stand out as a particularly complex and nuanced field. Sometimes labeled as complex or solution sales, the real art lies in transforming these services into distinct, value-adding projects rather than merely promoting individual skill sets, a process known as ‘body shopping’. This distinction is critical for key clients seeking more than just a service provider; they are looking for strategic partners who can add significant value to their business.
Embracing the Activator Profile in CX/UX Teams:
Drawing from insights in the Harvard Business Review article on the ‘Activator’ profile, a recent discussion with Senior Leadership of a CX / UX Design team revealed an common trend. Many team members naturally aligned with the ‘Expert’ and ‘Realist’ profiles. Although these profiles have their strengths, incorporating elements of the ‘Activator’ profile could significantly enhance their role in business development. For key clients, this means engaging with teams who are not only “responsive” but also proactive in identifying and solving complex business challenges.
Senior Experts and the Hunt for Quality Work:
A notable takeaway from our session was the challenge of encouraging senior experts to actively participate in the “hunt for good work.” This concept transcends traditional sales, focusing instead on seeking and cultivating high-value projects that align with the team’s expertise and the client’s needs. For key clients, this approach ensures a partnership with a team that is not only skilled but also strategically aligned with their objectives.
The Sustainability of In-House Business Development:
Our discussion underscored a crucial point: outsourcing ‘sales’ or ‘business development’ in the realm of expert work is not a viable long-term strategy. Such externalization often leads to a disconnect between what is sold and what can be delivered, potentially resulting in projects that do not fully utilize the team’s strengths. For key clients, this highlights the importance of working with firms where the experts themselves are integral to the business development process, ensuring a closer match between project expectations and delivery.
Conclusion:
Navigating the complex landscape of professional services in B2B sales necessitates a comprehensive approach where all team members, particularly those in expert and leadership roles, are involved in business development. For key clients, this integrated approach promises more aligned, value-driven, and sustainable partnerships, ensuring that their business objectives are met with the utmost efficiency and expertise.
The inspiration for this article and the session came from
What Today’s Rainmakers Do Differently
Business development at professional services firms is outdated. Here’s what works now.
by
From the Magazine (November–December 2023)
https://hbr.org/2023/11/what-todays-rainmakers-do-differently