Pushing vs Training

Stop Pushing Your Team Into Business Development

I’ve been having a lot of conversations with business development leaders lately.

And one phrase keeps coming up:

“We need to push our team to do more BD.”

Every time I hear that word—push—two things immediately come to mind.

Why “Pushing” Doesn’t Work

First, pushing almost always creates resistance.

When you push people, they push back.

It turns what should be a productive activity into something emotionally charged and uncomfortable.

Instead of building momentum, you create friction.

This shows up in everything from business development training to networking skills development across teams.

Resistance Usually Means Missing Information

The second—and more important—insight is this:

If you feel like you need to push, there’s probably a gap in understanding.

Most people aren’t resisting just to resist.

They’re missing something.

And until that gap is filled, pushing won’t solve the problem.

What Your Team Might Not Understand

When someone hesitates to engage in business development, it’s often because they’re unclear on one or more of these things:

• What exactly you’re asking them to do
• How to prioritize it alongside their other responsibilities
• How to actually do it effectively

In business development coaching and business development communication training, we see this pattern consistently.

Clarity drives action. Confusion creates resistance.

The Problem with “Networking”

Take a common example: the word networking.

BD leaders use it all the time.

But for many team members, it’s vague—or even intimidating.

They might interpret it as:

• “I have to go sell something”
• “I just need to make small talk with strangers”

Neither interpretation is quite right.

And both can create hesitation.

Without clear definitions, your team can’t confidently engage in networking coaching or relationship-building activities.

Ask Before You Push

So instead of pushing, try this:

Ask questions.

• “What feels unclear about this?”
• “What part of this process is hardest?”
• “What would make this easier for you?”

This approach aligns with strong leadership presence coaching—leading through curiosity instead of pressure.

Find the Real Barrier

When you engage in conversation, you’ll often uncover the real issue.

It might be:

• A lack of clarity around expectations
• A missing skill or capability
• A misunderstanding of terminology
• A technical barrier, like difficulty using a CRM

Once you identify the actual obstacle, you can address it directly.

Provide the Right Support

Sometimes the solution is simple:

• Clarify expectations
• Define key terms
• Offer examples of what “good” looks like

Other times, it may require more structured support:

• Presentation skills coaching to build confidence
• Group presentation coaching for team collaboration
• Interview skills training for client-facing moments

The key is to match the solution to the actual gap.

Become a Gateway, Not a Driver

Your role as a leader isn’t to force behavior.

It’s to enable it.

When you provide the right information, tools, and support, your team can move forward on their own.

And when they do, their engagement becomes more natural—and more sustainable.

Shift Your Mindset

The next time you feel the urge to push, pause and ask yourself:

“What might they not understand yet?”

That question alone can change the direction of the conversation.

Build Momentum Through Clarity

When your team understands what to do, why it matters, and how to do it, something powerful happens:

• Resistance decreases
• Confidence increases
• Participation grows

And that’s when business development becomes part of the culture—not something you have to push.