THERE’S A THIN LINE BETWEEN BUSINESS DEVELOPMENT AND PROVIDING FREE SERVICE

04.07.25 09:42 AM

Business developers often fall into a dangerous trap: during the course of pursuing a business opportunity, they end up providing the lead with enough free advice that the value of their paid services is substantially diminished. This article explores the risks of crossing that line and how to stay on the right side of it.

Why It Happens

Throughout the sales funnel, the business developer is eager to impress the lead. Demonstrating deep knowledge and experience seems like the best way to build credibility. But in doing so, it’s easy to give away too much,especially when trying to answer complex questions quickly or prove value upfront.

The Pitfalls of Providing Too Much Free Advice

1️⃣ Dispensing Advice Without Adequate Analysis

Leads often challenge business developers to provide quick recommendations. Under pressure to impress, many offer suggestions based on prior projects. While this might seem harmless, it risks being inappropriate as each situation is unique and deserves its own research and tailored solution. The smarter move is to explain that detailed recommendations require a proper project engagement, with time to understand the full background.

2️⃣ Sharing Valuable and Actionable Advice

Experienced professionals often have tried-and-tested solutions at their fingertips. The temptation is to share these during discussions to win trust. But by offering too many detailed ideas, you risk equipping the lead with everything they need without needing to hire you. This is especially risky when dealing with skeptical leads who demand more and more details to justify their decision.

The solution? Focus your proposals on your approach and methodology. Show how you will solve their problem without giving away the actual solution. Support this with references and success stories, rather than free consulting.

3️⃣ Becoming a Tool for Price Validation

Sometimes, the lead has already chosen another provider and uses you merely to validate pricing or pressure their preferred vendor to lower their rates. In other cases, they aren’t serious at all. They’re just gathering market intelligence. Either way, you waste valuable time and energy on opportunities that will never convert.

How to Protect Yourself

✅ Design Your Sales Funnel Carefully

Set clear boundaries for each sales stage. Know how much time and information you’re willing to invest before expecting a real commitment from the lead.

✅ Qualify Leads Early

Right after identifying an opportunity, invest effort in determining how genuine the lead is. Do your homework. If you hear from trusted contacts that this lead has wasted others’ time before, proceed cautiously.

✅ Trust Your Instincts
Business development is part art, part science. If your gut tells you something’s off, even if the opportunity looks good on paper, don’t ignore it. Conversely, if you sense real potential despite red flags, consider pursuing it.

Final Thoughts

There’s no hard rulebook for how much to share during business development. But there’s wisdom in restraint. Focus on demonstrating how you will help, not what the specific solutions are until you’re hired to provide them. By doing so, you protect your value, your time, and your business.

Legal Note

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