In today’s evolving UK Utilities market, traditional business development methods are beginning to show their limitations. Historically, the role of the “trusted advisor” has been key to fostering relationships and driving new work.

However, recent research reveals that only 19% of sales can be attributed to this approach today. To thrive in such a dynamic landscape, professionals need to go beyond merely advising clients—they need to become Activators. An Activator builds networks, educates clients, fosters genuine relationships, and provides value without expecting immediate returns. This shift to authenticity is essential, especially when considering the challenges of building trust in a market that often views consultants through the lens of self-interest.

Overcoming the Trust Barrier

One of the biggest hurdles in our world is the perception that business development is driven solely by self interest. Whether it is selling our products, transformation services, or managed services, there’s often a fear that the end goal is simply to close the next deal. However, trust is built when clients sense that you’re genuinely invested in helping them solve their problems, not just in securing a contract. This requires authenticity, an openness that moves beyond transactional conversations and demonstrates a real commitment to their success.

Building Authentic Connections: Why People Buy from People

In consulting, particularly in the utilities space, clients aren’t scouring the internet for their next consultant. They don’t search for “Utilities Business Consultant” in Google; instead, they remember the last person they worked with who did great work. This is why authenticity matters—people buy from people. When you create a space of trust and mutual respect, clients are far more likely to reach out when new opportunities arise. Business development becomes a natural extension of the relationships you’ve nurtured over time.

From Trusted Advisor to Activator

Traditionally, the “trusted advisor” model has been effective. But the reality is that this approach only takes you so far. The role of the Activator is about much more than providing sound advice. It involves using your networks, sharing valuable insights, and helping clients gain knowledge—even when there’s no immediate business on the table. This forward-thinking mindset is about building long-term value by contributing to the wider conversation in your industry. Whether it’s sharing your opinion on new regulations, connecting two companies to explore best practices, or sparking innovation through education, the Activator is a catalyst for progress

Paying It Forward: Leading with Generosity

Authenticity isn’t just about showing up— it’s about paying it forward. As professionals, we often find ourselves in privileged positions with access to networks and resources that can help others. Helping a colleague get advice, offering a new connection, or sharing information without expecting anything in return is what builds trust and solidifies your reputation as someone who genuinely cares. This attitude of generosity strengthens relationships over time, and while the benefits may not be immediate, the rewards of helping others often come back tenfold.

Educating Clients: Sharing Knowledge, Not Teaching

A key element of the Activator approach is educating clients, but not in the traditional sense of teaching. Thought Leadership Instead, it’s about curating and sharing valuable content, offering fresh perspectives on market trends, and introducing clients to peers who can help them solve their challenges. The goal is not to lecture, but to create a dialogue that fosters innovation and collective success within the utilities sector. By helping clients stay informed and connected, you position yourself as a resource they can rely on long-term.

Skewb’s Approach: Authentic Relationships Without Targets

At Skewb, we’ve embraced this authentic, relationship-driven approach to business development. One of our key differentiators is that we don’t have individual sales targets. This frees us from the pressure of forcing a sale, allowing us to focus on genuinely understanding our clients’ needs and building long-term relationships. This has led to significant success, with both small and large projects developing naturally over time. By focusing on relationships first, we’ve been able to create a culture of trust and mutual respect with our clients, leading to strong partnerships.

The Human Side of Business: Why Genuine Interest Matters

In business, especially in consulting, it’s easy to fall into a purely transactional mindset. However, having a genuine interest in your clients as people adds an important human element to the relationship. Learning about their lives outside of work—where they live, their families, their hobbies—helps build rapport and establish a personal connection. It’s this shared humanity that deepens trust and makes the business relationship feel more meaningful. People buy from people, not faceless entities.

Blending Personal Connection with Business

While building these personal connections is vital, it’s important to strike a balance between friendly conversation and addressing business needs. I’ve often found that initial client conversations feel more like catching up with a friend, and while that’s a great way to start, the focus does eventually shift back to business. The key is to ensure that both sides of the relationship— personal and professional— complement one another, strengthening the overall partnership

The Importance of Networks in a Small Industry

The UK Utilities industry is smaller than many realise, and networks are critical. Your reputation spreads quickly, whether good or bad. That’s why it’s essential to deliver on your promises, be transparent, and always aim to do the right thing. Authenticity, when paired with delivering on commitments, builds a reputation that precedes you. As your network expands, so do your opportunities, often in ways you might not expect.

Authenticity: The Key to Long-Term Success

At Skewb, one of our biggest competitive advantages is our people. Clients repeatedly tell us they enjoy collaborating with us because we’re not just experts—we’re real people. Our practical, non-judgemental approach makes clients feel like we’re part of their team, not just external consultants. It’s this authenticity that drives our high customer satisfaction scores. When clients know they’re working with people who care about their success, the business relationship moves beyond transactions and becomes a partnership built on trust and mutual respect.

To summarise, being authentic in business development goes beyond traditional sales techniques. By adopting the role of the Activator—building networks, educating clients, and paying it forward—you foster meaningful, lasting relationships that transcend the typical client-consultant dynamic. In an industry as tight knit as UK Utilities, authenticity not only sets you apart but also lays the foundation for long-term success.

By Rob Upton-Moir

Rob Upton-Moir is chief of staff at Skewb. To speak with him about this topic in more detail, you can connect with him on LinkedIn.