Business Development Doesn’t Have to Feel Gross: 4 Strategies for Agency Founders
Let’s be honest: business development is one of the most essential parts of growing your agency—and often, the most dreaded.
For many founders I work with, “sales” conjures up feelings of awkwardness, pressure, or just plain confusion. It feels slimy. It feels pushy. It feels like the opposite of why you started your agency in the first place.
But here’s the truth: business development doesn’t have to feel gross to be effective. In fact, when it’s done right, it can feel collaborative, aligned, and (dare I say it?) even enjoyable.
So how do we reframe business development from “ugh” to “aligned”?
Le Chéile helps creative agencies like you turn business development from a chore into a growth engine.
Here are four strategies I live by—and that we help our clients achieve at Le Chéile.
1. Lead with a Relationship-Forward Approach
You’re in the business of creativity, not quick wins. The most sustainable agencies I know are built on strong, long-term relationships, not transactional deals.
That means treating biz dev like relationship-building:
Show up consistently.
Stay genuinely curious about what potential clients need.
Prioritize connection over conversion.
This doesn’t pay off overnight—but over time, it creates a flywheel of referrals, trust, and repeat clients.
2. Offer Tiered Options & Scalable Pricing
Not every lead is ready for your full-scope retainer—and that’s okay. Offering tiered services or entry-point offers allows you to meet clients where they are without discounting your value.
Think about:
Strategy-only packages
Audits or roadmapping sessions
Monthly consulting or fractional offers
This creates accessibility while keeping your pricing profitable and your time well-used.
3. Qualify Leads Before the Discovery Call
There’s nothing more draining than spending your energy on the wrong fit. That’s why lead qualification is a non-negotiable in your biz dev process.
Use:
Intake forms with key questions
Calendly buffers
Email screeners or referral filters
When you qualify leads upfront, you protect your time and your team—and make space for aligned, high-value clients.
4. Charge Profitable Rates with Confidence
The quickest way to dread sales? Quoting prices that don’t sustain your business. When you know your numbers, you sell with confidence.
This means:
Understanding your margins
Pricing for both profitability and deliverable scope
Backing your proposals with strategic clarity, not emotional negotiation
When you’re clear on the value and economics of what you offer, “selling” becomes easier—it’s simply offering aligned solutions to the right people.
Reframing Biz Dev as a Growth Channel (Not a Chore)
At its core, business development is about building trust and offering solutions. When you approach it with clarity, structure, and alignment, it becomes a powerful growth engine—not a chore on your to-do list.
Want to dive deeper into this topic? We broke it down in a recent episode of Agency Darlings™. Check it out if you want more real-talk around pricing, process, and playing the long game.
About the Author
Meredith Fennessy Witts,
Founder & Strategic Growth Advisor at Le Chéile
and Co-Host of Agency Darlings
With a background in financial and operational consulting and a successful track record of founding and scaling her own agency, Meredith brings deep expertise in strategic growth for indie creative and digital agencies.
Her company, Le Chéile, helps agencies scaling toward and beyond 1M+ in revenue to rightsize teams and payroll, increase founder pay, scale offers and packages and more. She helps clients to achieve their goals while clarifying their business strategy and finances.
She is a trusted authority on building mindful, profitable businesses—especially for underserved founders in the women, LGBTQ+, and BIPOC communities.