The dark arts of BD (week 4)
Hope you had a great Easter break.
Over the past few weeks, we’ve explored the Dark Arts of BD. The bits that work… but don’t tend to make it into competency frameworks or annual appraisals.
For this final instalment, we’ve gone back through the Three Things archive (all 60,000 words!) and pulled out three techniques that have been quietly doing damage for years.
No fluff. No theory. Just three things that, when used properly, feel slightly uncomfortable… and are therefore definitely worth doing. Enjoy.
#1. Speed trumps perfection…EVERY TIME.
From the archive: Rapid Response Initiatives (08/07/24)
Most firms don’t just move slowly… they also sit on the fence. Which means you’re not just delaying action. You’re delaying decisions. A double compounding error.
By the time you’ve:
- waited to “see how things play out”
- drafted and redrafted the perfect response
- run it past a small committee (and their dog)
…the moment’s gone.
Because somewhere else, someone has:
- replied the same day
- taken a view
- and started a conversation
No client we’ve EVER spoken to has complained about receiving something too quickly. Plenty, however, have quietly ignored something that arrived too late.
Speed in BD isn’t about being reckless. It’s about reducing the gap between intent and action.
The best operators:
- follow up the same day
- send the imperfect draft (yes, really)
- create momentum before doubt creeps in… or the committee gets involved
The dark art:
Move before it feels comfortable. Decide before it feels perfect.
Because while you’re still refining…someone else is already winning.
#2. Silence is deeply uncomfortable powerful
From the archive: Oi! Are you listening? (05/02/24)
We are conditioned to fill silence. In meetings, on calls, in pitches… There’s an almost irresistible urge to keep talking.
Which is exactly why you shouldn’t.
The principle: silence creates pressure. Pressure creates honesty.
Most people think selling is about saying the right thing. In reality, it’s often about: not saying anything at all
Try this:
- Ask a proper question
- Stop
- Hold eye contact (if in person)
- Say… nothing
Then wait.
And when it starts to feel awkward? Wait a bit longer.
What happens next is where the value sits:
- they expand their answer
- they reveal concerns they hadn’t planned to share
- they often answer the question behind the question
The moment you jump in too early, you relieve the pressure.
And with it… the insight.
The dark art:
Use silence as a tool, not a gap to fill.
It will feel unnatural. You will want to rescue the conversation. Don’t. Let them do the work.
#3. Know enough to be dangerous
From the archive: The cross fit cross-sell edition (26/02/24)
One of the biggest blockers in BD is this:
“I’m not an expert in that area…”
Which, when translated honestly, becomes: “I don’t know.” Possibly the hardest three words for a professional to say.
But here’s the twist. Used properly, “I don’t know” is not a weakness. It’s a trigger.
The best operators do two things exceptionally well:
They know just enough to open the door and…
- understand the landscape
- ask intelligent questions
- spot where there might be a need
They use “I don’t know” as a bridge, not a blocker
For example: “I don’t know the full answer to that… but I know exactly who does. Let me pull them in.”
What have you just done?
- demonstrated honesty (rare)
- avoided overreaching (even rarer)
- created a reason to introduce a colleague (hello cross-sell)
And crucially… you’ve stayed in control of the conversation.
Most people wait until they feel like the expert.
The best:
- get involved earlier
- connect faster
- and bring the right people with them
The dark art:
Don’t wait for mastery. Orchestrate it.
Because BD isn’t about having all the answers. It’s about knowing where they live… and getting there first.
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 these are new. They’re just… underused.
Move faster than feels comfortable.
Say less than feels natural.
Admit what you don’t know… and use it.
Do those three things consistently and you’ll find yourself:
- in more conversations
- with better information
- winning more work
No wand required.
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.
