Business development is at the heart of any recruitment agency’s growth, but it’s often daunting for consultants. At the Talent Matters Event in London, James Gage from Northstar People delivered an insightful session on making business development (BD) easier, more approachable, and ultimately more successful.
This article breaks down James’ practical strategies for both new client acquisition and nurturing existing relationships. From creating warmer BD techniques to implementing creative follow-ups, James shares actionable advice for recruiters looking to level up their BD efforts. Watch the full video embedded below and read on for key takeaways.
Key Takeaways from James Gage’s Talk
The Importance of Dedicated BD Time
James challenged recruiters to take a hard look at how much time their teams spend on business development. Many agencies allocate only a few hours per week, often inconsistently. To build a robust BD pipeline, recruiters must prioritise BD and dedicate regular, focused time to it.
Key Action: Assess how much time your team spends on BD and set clear schedules for consistent, uninterrupted BD sessions.
Rethinking Business Development Success
James redefined success in BD, moving away from the mindset that a call is only valuable if it results in a job. Instead, BD should focus on gathering valuable insights, building rapport, and setting the stage for future success. By asking open-ended questions and showing genuine interest in clients, recruiters can turn conversations into long-term opportunities.
Key Action: Encourage your team to view BD as relationship-building, not just job-filling, and celebrate small wins like gaining insights or rapport.
10 Warmer Business Development Techniques
James shared a checklist of 10 practical BD techniques to make the process easier and more approachable for consultants. Highlights include:
- Hot Bossing: Use candidates’ current and past managers as leads for potential vacancies.
- References: Turn reference calls into subtle BD opportunities.
- Ad Chasing: Avoid talent acquisition roadblocks by contacting line managers directly.
- E-Shots: Send highly targeted and personalised emails based on CRM data.
- Old Jobs: Revisit previous client roles to rekindle relationships.
Key Action: Review your team’s BD tactics and incorporate these strategies to create warmer and more productive interactions.
Follow-Up: The Seven-Touch Rule
Persistence is key in BD, and James highlighted the “seven-touch rule,” where it takes multiple attempts to turn a lead into a client. From speculative CVs to personalised LinkedIn messages, recruiters should aim to diversify their approaches and track all interactions with potential clients.
Key Action: Create a structured follow-up process for each lead, incorporating different touchpoints to increase the likelihood of success.
Building Personal Brands
James stressed the importance of consultants building their personal brands through online content. This includes sharing insights, engaging with comments, and showcasing their expertise. A strong online presence can make consultants more approachable and help them stand out in a crowded market.
Key Action: Encourage your team to post authentic, original content weekly and engage with those who interact with their posts.
Networking at Events
Whether hosting your own events or attending industry conferences, networking provides invaluable BD opportunities. James emphasised that events should focus on relationship-building, not hard selling, to leave a positive and lasting impression on potential clients.
Key Action: Train consultants to network effectively at events, prioritising authentic connections over sales pitches.
