Targeting the Right Industries and Clients

In this episode of The Rainmaking Podcast, Scott Love speaks with Kelly Kennedy, executive business development coach and host of The Business Development Podcast, about what it really means to “open doors for rainmakers.” Kelly reframes business development as the disciplined art of creating interest and securing face-to-face meetings—not closing deals or running marketing campaigns. He introduces his concept of “meeting math”: start with your revenue goal, determine the average value of a new client, estimate your close rate from qualified meetings, and back into the exact number of meetings you need per year and per month. Because meetings are the only part of the sales process a BD professional can truly control, Kelly argues that success should be measured in high-quality meetings, not just revenue, and that this clarity gives rainmakers confidence and focus.

Kelly then walks through how to build a repeatable door-opening system. Instead of chasing only the biggest “tippy-top” companies, he recommends targeting the next tier down and the service providers that support them—often better, stickier clients with more realistic expectations. He urges firms to identify their ideal buyer personas (presidents, procurement managers, operations leaders, etc.), then use tools like LinkedIn to build targeted lists and send personalized connection requests and introductions. Kelly stresses the importance of separating roles—door-opening BD, proposal/sales, and account management—so nothing falls through the cracks, and he closes with three action steps: block 3–5 hours weekly for pure BD, define your ideal buyers by title in each vertical, and make direct contact via phone and email while always asking for the meeting.

Visit: https://therainmakingpodcast.com/

YouTube: https://youtu.be/FJtovnbYvRo

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This podcast is sponsored by:

SurePoint Legal Insights (formerly known as Leopard Solutions) –turning legal intelligence into opportunity

Link: https://www.leopardsolutions.com/index.php/request-a-demo/

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Kelly Kennedy is an Executive Business Development Coach specializing in empowering businesses and professionals to reach their full potential. In this role, he provides high-level strategic guidance tailored to meet the unique needs of each client, whether they’re entrepreneurs, corporate teams, or executives. Kelly’s coaching is built on a foundation of nearly two decades of expertise in business development, during which he has honed a results-driven approach that focuses on sustainable growth, relationship building, and practical strategies that clients can implement immediately.

Through one-on-one coaching sessions, group workshops, and his Business Development Mastery Program, Kelly guides clients through essential business development concepts such as lead generation, client retention, CRM optimization, personal branding, and strategic planning. His goal is to equip clients with the skills and confidence to make informed, impactful decisions that drive measurable growth. Kelly’s coaching is known for its holistic approach, emphasizing not only business strategies but also personal development, resilience, and adaptability.
In addition to individual progress, Kelly’s role as a coach includes fostering a community of driven professionals who support and learn from each other. His dynamic coaching style and commitment to accountability keep clients engaged and motivated, ensuring they stay on track toward their goals.

Links: https://www.businessdevelopmentpodcast.ca/

https://www.linkedin.com/in/kellykennedyofficial/

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