The Conversion Series: Part 1 - Turning Relationships into Work
Photo by Rodeo Project Management Software on Unsplash
Part 1: What We Mean by Conversion
Let’s talk about conversion.
This Business Development series is about how we turn relationships into work. Not through persuasion or pressure, but through connection, good questions and listening, and helping clients. It’s for professionals who are brilliant at what they do, but often hesitate when it comes to the business development part—especially when it means putting themselves forward.
Conversion is not about closing. It’s about connecting.
We’re talking about a time in the conversation when a client says, "Yes, that would be helpful." That moment often emerges, it is not forced. And too often, we miss it—or never even get to it—because we haven’t laid the groundwork.
Before we dive into the nitty-gritty, here’s the foundation:
You need to have a clear and compelling purpose and value proposition: what change you’re trying to make, for whom, and why it matters. And what you offer that is valuable.
You need to have something to say: a perspective that helps clients see something they couldn’t see before.
You need to be curious about clients and to genuinely want to help them.
And when they’re in place, conversion becomes a natural next step in a conversation—not a sharp left turn into awkwardness.
What You Can Expect from This Series
Over the next three articles, I’ll share what I think is important for conversion:
Your Purpose and Value Proposition: Why clarity and conviction in your offer matters more than charisma.
Having good BD meetings (ones you actually want to do go): How to have BD meetings that feel real and lead somewhere—by asking better questions, listening, learning, and exploring things together
Making the Offer: How to stop guessing what clients need and start proposing things that land
You’ll also hear about some things I see smart professionals miss a lot of the time:
Going into meetings without a perspective.
Asking surface-level questions and missing what matters.
Pitching solutions before understanding the real concern, budget and decision making process.
Improving what they do by identifying simple daily micro-habits, that are dead simple to implement.
Finally
You don’t need to be slick. You do need to be present. And mood is king. The most effective BD work happens when we bring possibility into the room, not pressure.
You’ll soon meet Erika, a gun consultant who would rather poke her eye with a sharp stick than do BD. But Erika knows she has to do it. She needs to get over herself and get out into the market.
I’m aiming to publish this series of articles every few weeks. I hope you find the articles useful.
Article by Mark Raymond.