There is no “I” in “Team”
Here at LINAR HQ, we love sport. We’ve played it badly, watched it obsessively, and shoehorned it into just about every sales training metaphor we can. And this week’s Three Things is no exception.
We’re talking about how business development really works in practice groups and client teams. Not as a one-person mission led by the loudest voice in the room, but as a team sport – where every player has a role, and the best results come from well-drilled coordination, not solo flair. Enjoy.
#1. Build a team where everyone knows their position
In rugby, you wouldn’t ask your fly-half to play in the front row – unless you fancied a trip to A&E. Every player brings something different. Same goes for BD & sales.
Your practice group / department isn’t a team of clones. You’ll have a few natural openers – the rainmakers who start conversations and know everyone’s cousin. You’ll have deliverers who build long-term trust by doing a cracking job. There’ll be thinkers, chasers, writers, organisers, and the occasional BD-averse curmudgeon.
The trick is to map the team:
- Who’s good at spotting opportunity?
- Who’s trusted by the client?
- Who’s secretly brilliant at chasing actions?
- Who actually enjoys writing the creds?
Build around that, and you’ll find the rhythm that works. But, and this is very important, that doesn’t mean leaving people in their comfort zones. Everyone needs a bit of stretch. Even the BD-shy partner should turn up to a pitch now and again.
🏉 Know your role. Respect the team shape. And pass the ball once in a while.
#2. Celebrate the pit crew, not just the driver
Rainmakers are the F1 drivers. They take the corners, soak up the glory, and pop the champagne when the win rolls in. But none of it happens without the garage.
The real BD & sales engine is everything behind the scenes:
- The PSL who keeps the creds up to date.
- The associate who spots an upsell moment and nudges the partner.
- The BD exec who chases bios, checks typos, and books the Zoom.
- The trainee who realises the deadline is actually Thursday, not Friday.
These jobs are fiddly, repetitive, and occasionally soul-destroying. But they matter. A missed tyre change in F1 costs seconds. A missed attachment in a pitch can cost a million quid.
🏎 If you’re only celebrating the driver, you’re missing the race. Honour the pit crew – they got you to the grid.
#3. You don’t have to play every shot
In tennis doubles, not everyone rushes the net. Some hang back, observe, choose their moment – and still win the point. Sales & BD are no different.
You don’t need to be the one giving the keynote or hosting the client dinner to build meaningful relationships. A well-timed LinkedIn share, a thoughtful “I saw this and thought of you” email, or spotting a client pain point and suggesting a solution – all count.
For the more introverted players in your team, give them room to contribute in a way that suits their style. They might not look like BD stars – but they can be just as effective.
🎾 It’s not about smashing every serve. It’s about playing the right shot at the right time – as a team.
Final thought
In every sport, the best teams spread the rewards. It’s not just the striker who gets the bonus – it’s the midfielders, the defenders, the coaching staff and the kit guy who kept everyone’s socks in order.
If sales & BD is genuinely a team sport in your firm, then the recognition and remuneration model needs to reflect that. Not just a vague “thank you” in the team meeting – but real, tangible rewards for the people who contributed to the win. Whether they opened the door, delivered the work, followed up the intro or shaped the creds.
💷 Rainmakers might get the headlines. But without the team, they’d still be sat in the tunnel.
We’re building a team of voice enabled AI assistants to support you with BD activities and allow you to spend more time being human. Interested? We’d love to chat.
