The dark arts of BD (week 2)
Last week, we opened the cupboard and let a few of the darker BD tactics out into the wild.
This week, we’re doubling down. These aren’t in the textbooks. They’re the things people actually do… shared (somewhat nervously) by friends who have more grey hair (visible or not) than they like to admit.
Use responsibly. Or don’t. I’m not your conscience. Whatever you do this week, enjoy.
#1. The shut down
Courtesy of Alex Liddle (Director, PwC). The most immaculately dressed man I’ve ever met and a sorcerer when it comes to winning work.
You’ve been ghosted. Properly ghosted. You’ve followed up. Nudged. Checked in. “Just bubbling this up.”
Nothing.
Most people quietly kill the opportunity and move on. The dark art? One final email as you walk away.
“It looks as though from your non-response you’re no longer interested in [insert service + benefits].
Not to worry – we’ll step back for now.
If things change, we’re always here.”
Then… close down the opportunity on your side. Mark it as non-responsive / rude / whatever. Move on.
Here’s the kicker: we’ve seen c.40% response rates on this. Common responses include:
“I’m so sorry”
“Been meaning to get in touch”
“you were buried in my inbox.”
Why? Because you’ve removed the pressure and introduced loss at the same time.
People hate missing out more than they hate replying to emails.
#2. FOMO
Courtesy of Owen Williams (CMO at Trowers). This man has one of the very best networks I know. He is also an internal optimist and, like the A-Team, whatever the problem, he always has a “plan”.
Most BD professionals spend years trying to “build credibility” internally. Presentations. Updates. “Look at all the good work I’m doing.”
No one’s listening.
The smarter play? Don’t sell yourself. Get others to do it for you. Create a small group of advocates. Deliver great work for them. Make them look good.
Then let them talk about you.
Because when Partner A hears Partner B saying, “You should speak to Owen – he’s been brilliant on this,” you’ve instantly skipped six months of internal selling.
It’s not credibility you’re building.
It’s internal FOMO.
#3. Be human
Courtesy of Shourik Chatterjee, Group BD Director, Kinbrook Group. One of the good guys. Sharp as a tack and never without a twinkle in his eye and a smile on his face.
Most BD conversations stay painfully… professional (read forgettable and boring). Safe questions. Predictable angles. Entirely forgettable.
The dark art is to break that pattern early.
Find something personal. Not creepy. Not forced. Just… human.
- Their city
- Their team (celebrating or suffering)
- Their uni
- Something they’ve written
- A shared connection
If you’re feeling braver:
- A recent festival
- Family context
- Even their commute
The goal? Stop being “another BD person”. Start being someone they remember speaking to.
Because people don’t buy from firms. They buy from people they feel something about.
Chat to Tina by voice, when you’re between meetings, on the commute to/from work, or heading into something you’d rather avoid.
Final thought
None of this is particularly revolutionary.
That’s the point. The dark arts aren’t new. They’re just the things people don’t always admit they’re doing. Pick one. Try it this week.
Just don’t blame me when it works.
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.
