(Editor’s note: The information from this article by Top Echelon Recruiting Software has been taken from an Expert Recruiter Coaching Series webinar by Greg Doersching of Next Level Training titled, “WWGD4BD (What Would Greg Do for Biz Dev)?” Click HERE to watch the video of that training webinar for free.)

In today’s highly competitive recruiting landscape, business development is no longer a secondary skill—it’s a cornerstone of success. Yet many recruiters still approach it with hesitation, inconsistency, or outdated tactics. That’s where Greg Doersching, industry leader and head coach at Next Level Exchange, steps in with the ultimate roadmap for business development success. In his detailed webinar, “WWGD4BD (What Would Greg Do for Business Development?),” he lays out exactly how he would build a book of business if he were running a desk full-time again.

This article captures Greg’s proven, step-by-step system in detail, including direct quotes and examples that illustrate how to build a high-performing business development strategy from the ground up.

The Goal: Strategic Client Acquisition

“The goal isn’t to chase volume,” Greg says. “It’s to land the right clients. Clients that provide consistent, quality searches you can actually fill.”

Business development today requires more than just hustle. It demands precision. Greg emphasizes that the ultimate aim is to create consistent demand for your services, yielding a reliable flow of quality search assignments.

“We’re not going back to 2021. That level of demand isn’t coming back. We have to build business like professionals.”

Step 1: Know the Numbers That Matter

To do one placement per month on a contingent desk—a common benchmark of success—you need 48 quality search assignments per year. Why? Because the average fill rate is about 25%.

To generate that:

• 12 clients giving 2 searches/year = 24 assignments
• 24 clients giving 1 search/year = 24 assignments

That totals 36 real clients. But here’s the kicker: “A client is a person, not a company,” Greg reminds us. “If you have three different hiring managers at one firm giving you work, that’s three clients.”

Let’s say you have 200 solid prospects. Converting just 18% of them gets you to 36 clients.

“Forget about thousands of names. You need a small, targeted list that you actually work with intention.”

This is the foundation of Greg’s approach: thoughtful targeting, not blind outreach.

Step 2: Build Your Prospect List Based on Real Commitment

Business development starts with consistency. Greg breaks it down:

• 20 calls/day (Mon-Thu) = 240 people
• 15 calls/day = 180 people
• 10 calls/day = 120 people

“If you’re not willing to commit to a real number every day, you’re not serious about building your desk,” he says.

He advises a 12-week sprint: pick a number of daily calls, multiply it by 4 days per week, and stick to it for three months straight. That becomes your list size.

“Don’t overbuild your list and then never call anyone. Build it to your commitment.”

And if you’re only making 5 calls a day? “You’re either topping off an already great book of business, or you’re not giving biz dev the respect it deserves.”

Step 3: Target the Right Companies

Greg focuses on privately held companies with fewer than two people on their internal recruiting or talent acquisition team.

“When companies have large internal recruiting teams, they specialize. They have bandwidth. They don’t need us as much.”

Smaller talent teams, however, are juggling multiple roles and functions. They can’t be everywhere, and they value external expertise.

Use LinkedIn and company websites to identify:

• Team size
• Industry focus
• Decision-makers

This approach takes time but pays dividends.

“You’re not looking for volume. You’re looking for fit.”

Step 4: Build a Thoughtful, Multi-Channel Outreach Sequence

Here’s where Greg’s system really shines. He doesn’t just advocate for random outreach—he offers a sequenced, 12-week approach using all available channels.

Channels to use:

• Phone calls
• Emails
• LinkedIn InMails
• Video messages
• Texts
• USPS direct mail

“When someone buys a service, they’re buying the person delivering the service. Not the service itself,” Greg says. That’s why your outreach must be personal, professional, and consistent.

His sequencing is about making just enough noise to be remembered, without becoming annoying.

Greg’s 12-Week Outreach Plan

Week 1:

• Send intro email on Friday
• Call 20 contacts Monday, 20 Tuesday
• Callbacks Wednesday/Thursday for anyone who didn’t answer
• Anyone who answers gets mailed a physical packet

Week 2:

• Email: “Sorry I missed you”
• InMail follow-up

Week 3:

• No contact

Week 4:

• Send first Talent Vault newsletter
• Email: “Did you see our Talent Vault?”

Week 5:

• No contact

Week 6:

• Email: “I’ll be calling you next week”

Week 7:

• Repeat call/email strategy from Week 1
• Reference prior contact + newsletter

Week 8:

• Send industry newsletter (quarterly)
• Follow-up email + LinkedIn post

Week 9:

• No contact

Week 10:

• Send second Talent Vault

Week 11:

• No contact

Week 12:

• Email: “I’ve been reaching out this quarter. I’m not going away.”

Week 13:

• Strategic regroup and relaunch for the next quarter

“It takes at least 3 connections before people remember your name, 5 before they remember what you do, and 7 before they buy.”

Step 5: Master the Talent Vault Newsletter

The Talent Vault is Greg’s not-so-secret weapon. Every 3 weeks, you send out a branded, compelling MPC (Most Placeable Candidate) email.

“We’re not selling chickens. We’re selling unicorns,” he says. “Each candidate should feel rare, valuable, and exciting.”

Each newsletter includes:

• 3–4 curated candidates
• Job title, comp range, skills, achievements
• Terms of engagement (call it a service charge, not a fee)

Make it visually appealing. Use your own branding. Be consistent.

“You don’t have to call it the Talent Vault. Call it the Talent Toolbox, the Sales Spotlight—whatever fits your market.”

Step 6: Rethink Terms to Protect Your Time

For MPC placements, Greg recommends splitting the service charge into 3 installments:

Example: $21,000 total =

• $7,000 on start
• $7,000 on Day 45
• $7,000 on Day 90

If the candidate leaves before Day 90, the client doesn’t pay the final installment. But there’s no replacement obligation.

“I’m not replacing a unicorn. It’s not fair to me. And clients understand that if you explain it clearly.”

This structure protects your revenue without locking you into low-value replacement work.

Step 7: Mail a Killer Marketing Packet

Greg swears by physical mail as a way to cut through the noise.

“Don’t send a cheap tri-fold brochure. Send something that makes them feel your value.”

What goes in the packet:

• High-quality branded folder (embossed logo is a plus)
• Company overview
• Sample submittal documents
• Testimonials
• Handwritten note

“Then on your next call or email, say, ‘Hey Bob, did you get that blue folder with the Griffin Group logo on it?’ Now they remember you.”

You’re not just building awareness—you’re building authority.

Step 8: Use Multiple Newsletters for Multiple Audiences

Greg segments his newsletter audience to maximize relevance.

General Newsletter:

• Sent to VPs, C-suite
• Includes candidates across all departments

Targeted Newsletters:

• Sent to function-specific leaders (Ops, Finance, Sales)
• Each includes candidates relevant only to that department

You might send:

• Week 1: Ops newsletter
• Week 2: Sales
• Week 3: Finance

Use CRM tags or hotlists to manage each list and keep content tight.

“The more specific the candidate, the more likely the recipient is to respond.”

Step 9: Use Custom Cover Pages Instead of Resumes

When a prospect asks for a resume, Greg sends a customized candidate summary instead.

This allows you to:

• Control the message
• Protect confidentiality
• Showcase value

Each summary includes:

• Who they are
• What they want
• Comp expectations
• Key skills
• Notable accomplishments

“It’s like a one-page sales pitch. It gets better results than just sending a PDF resume.”

Step 10: Don’t Wing It. Ever.

“The biggest mistake recruiters make? They try to wing business development. That doesn’t work anymore.”

Greg’s final takeaway is clear: preparation, commitment, and consistency are what separate average recruiters from true rainmakers.

This system is not about chasing every shiny object. It’s about:

• Building deep pipelines
• Executing a real plan
• Tracking results
• Repeating what works

“This isn’t a one-and-done plan. This is your heartbeat. Do it quarterly, adapt it yearly, and you will grow.”

Final Thoughts

If you’re serious about growing your recruiting business, stop guessing. Start acting like the clients you want to serve: focused, prepared, and committed to excellence.

Because when it comes to business development, it’s time to stop asking, “What should I do?” and start asking:

WWGD4BD? What Would Greg Do for Biz Dev?