Business development
Build a smarter path to profitable growth
Identify your best opportunities, refine how you sell, and drive consistent, profitable revenue. Our business development services brings structure, strategy, and accountability to the front end of your business, empowering you to build sustainable pipelines and processes that generate measurable results.
Is this you?
You’re guessing at growth
You know how to sell but not which opportunities truly move the needle
You’re leaving money on the table
Your pricing, margins, or mix of services aren’t optimized for profit
You’re ready to scale
You want a defined sales process that produces consistent, predictable results
You’re building for legacy
You want a business development system that outlives your personal hustle
Where you are
- Your sales and business development efforts lack structure
- You rely on instinct, not data, to decide which opportunities to pursue
- Your pricing may be eroding margin without realizing it
- Revenue feels reactive instead of predictable
Where you want to be
- Your business development strategy drives steady, profitable growth
- Your sales process is clear, repeatable, and aligned with your goals
- Your team knows how to sell value and protect price
- You have visibility into performance and confidence in your pipeline
How we get you there
- We help you understand where growth comes from – and how to sustain it
- We refine your offering, pricing, and process to maximize profit
- We bring data, structure, and accountability to your business development system
- We work alongside your team to ensure change sticks and results last
What happens during implementation
We work alongside you and your team to implement biz dev strategies that drive sustainable growth.
Business development evaluation
Clarity starts with facts.
We identify which products or services are profitable, which are not, and what shifts are needed to drive sustainable revenue growth.
Market opportunity analysis
Compete where you can win.
We define where to compete, which segments to target, and how to differentiate to win the right type of work.
Pricing & profit strategy
Price with purpose.
We set or adjust pricing based on break-even analysis, margin targets, and market realities, ensuring every sale drives profit and supports cash flow.
Sales process development
Turn selling into a system.
We build a clear, step-by-step sales process focused on selling the best mix of services at the right price.
Sales team training
Empower your team to sell value.
We develop the skills and habits that help them hold price, close consistently, and build confidence in the process.
Performance monitoring & adjustment
Measure what matters.
We track sales performance, measure against targets, and adjust the approach to protect margins and hit growth goals.
How business development fits within the Profit Platform®
Business development is the bridge between Strategy and Sales.
It strengthens Strategic Planning by aligning goals with real-world opportunities, supports Marketing by clarifying where to focus, and empowers Sales to execute with purpose and consistency.
One client refined their service mix, restructured their pricing, and saw a 22% increase in gross profit within six months, proof that focused business development pays dividends across the organization.
By aligning opportunity, process, and performance, Cogent turns growth into a system you can measure, manage, and sustain.
Portrait of Life
The human side of business development improvements
What implementation does for your life:
You no longer wonder where the next deal will come from – you have a predictable, profitable pipeline.
Your team knows how to qualify leads, protect margins, and close with confidence.
Your pricing supports your strategy, and every sale strengthens the foundation of your business.
You’re leading growth with clarity and control, not guesswork.
What clients say about Business development
Our Cogent sales coach provided us with tools to track our bidding success and ideas to drive sales. He has even identified a member of our team who we believe will be able to fill the role of driving more sales.
Matthew T. Price
Owner, A&M Mechanical Services
Contracting
We lacked a structured sales program to bring work through the door. With the guidance of Cogent marketing and business development staff, we are in the process of creating our first structured sales plan.
Patrick J. Fernan
President, Catalyst Construction
Contracting
Cogent helped with mindset and communication by coaching sales leaders on identifying client problems and concentrating on delivering solutions rather than just satisfying a need by delivering a product. This change was key in winning several large contracts.
What business owners ask us about Business development
What is business development?
Business development is the strategy behind growth. It’s the process of identifying, pursuing, and converting the right opportunities – not just any opportunities – to increase profit, cash flow, and market position.
What can business development do for my business?
Effective business development gives you clarity about where to compete and how to win. It improves profitability, strengthens your sales process, and ensures you’re investing time and resources in opportunities that yield the highest return.
How does business development improve cash flow?
When you focus on selling profitable work at the right price, cash flow naturally improves. Business development helps you identify the products, services, and clients that deliver consistent returns – and eliminate those that drain resources.
Is business development the same as sales?
Not exactly. Sales closes the deal; business development builds the system that creates those deals. It’s the strategy, structure, and alignment behind your sales efforts, ensuring every opportunity supports long-term growth.
What does CRM stand for?
CRM stands for customer relationship management.
What are CRM systems?
CRM systems track interactions with prospects and clients – helping you manage your pipeline, monitor sales performance, and improve follow-up. Cogent helps you implement and use CRM tools effectively to drive accountability and visibility.
How does marketing fit into business development?
Marketing generates awareness; business development converts that awareness into opportunity. The two work together to attract qualified leads, nurture relationships, and guide prospects toward a profitable close.
Ready to build a stronger engine for growth?
You’ve built a business worth scaling. Now it’s time to make sure your development strategy keeps up.