If you're in a business development role for high-ticket products and services (like EPC contracts), yet you have no connections and no idea where to begin, this article is for you.
ISM Africa Group is looking for a Business Development professional.
It will be especially relevant if you work in a business where:
Your sales cycles are a few months long
You rely on personal relationships
There is more than one stakeholder you need to win over
There are a few steps you need to take before a deal is signed
If you recognise yourself in this list, the confusion you’re feeling is understandable.
These are complex sales environments, and activity alone won’t create momentum.
What you need first is clarity, and that starts with one thing: a specific hit list.
To clarify: a hit list is not your sales funnel or CRM pipeline. Neither is it a pile of business cards from events or a list pulled from Sales Navigator.
A hit list is a shortlist of clients you actively want to win, identified by specific company names, and ideally the actual people you want to speak to inside those organisations.
So for example, instead of “EPC contractors in East Africa”, you might say:
Mr. Bernard, Project Director at Company X.
OR
Miss Lillian, Procurement Manager at Company Y, etc.
A hit list is an umbrella term for three main lists:
A notoriety list
A Bread and Butter List
A Wish List
In this article, we will explain the best way to build each of the three lists, and show practical ways a BD or sales professional could approach outreach in a high-ticket, low-volume industry like construction.
To make it more concrete, we will use ISM Group as a real life example.
1. The Notoriety List
A snapshot of how ISM Africa is building its notoriety list through a strong social presence and PR.
The first step is to build your Notoriety List, a broad group of potential clients and industry contacts who may not be direct customers but are essential for establishing your company’s reputation.
This list should include thousands of names, ranging from key decision-makers to executives who fit into your ideal customer profile.
The goal of the notoriety list is to build awareness.
When these individuals hear about your company or see your content, they should think, "This company knows what they’re doing."
Over time, this perceived credibility will open doors to new opportunities.
How to Build It:
Content Marketing: Use platforms like LinkedIn to publish articles, case studies, and project insights. Showcase your expertise and highlight unique project achievements.
Advertising: Speed up the process by running targeted ads, especially on LinkedIn or through niche construction magazines and platforms.
Guest Speaking & Conferences: Position yourself as a thought leader by speaking at industry events or contributing to relevant industry publications.
Real Life example
ISM Africa Group is already building their notoriety list. On LinkedIn, you will see that they regularly share projects they have worked on and Op-eds published in local papers.
Each of those accounts that interact with the content, follows their page, or reads an article from or about them is on their notoriety list.
2. The Bread-and-Butter List
ISM Africa's bread-and-butter list will be companies similar to their existing client base that provide regular, ongoing work.
Once you’ve built your notoriety list, it’s time to narrow it down to your Bread-and-Butter List.
This is a list of 100 to 500 clients that you actively want to focus on, pursue and do business with.
Your Bread-and-Butter List is the foundation for sustainable revenue growth.
These are the clients that will generate most of your income (through recurring projects), and keep your operations running smoothly.
How to Build It:
Use LinkedIn Sales Navigator: Start by building a segmented list of companies that align with your ideal client profile. Focus on geography, project size, and industry type.
Direct Outreach: The Hit List Strategy emphasizes personalized outreach, not spamming. Start dialogues with key decision-makers, meet them at industry events, or reach out through a common network.
Real Life example
ISM Africa Group’s bread and butter list might look something like:
EPC Contractors: Firms actively executing large-scale construction projects across East Africa, e.g., Schneider Electric
Developers: Regional real estate and infrastructure developers.
Private Sector Clients: Companies with recurring infrastructure needs, such as Kenya Airways and Total Energy.
3. The Dream Client List
A global engineering giant like Bechtel Corporation is the type of organisation ISM Africa would likely consider a dream client.
Finally, you have your list of dream clients. The ones that may seem unattainable but would significantly elevate your business.
These are the clients whose logos you want on your website because they enhance your company’s status and credibility.
For a construction firm, this might include major commercial developers, global infrastructure projects, or iconic landmarks.
Think of clients like multi-national corporations, urban development projects, or government contracts.
Even if you never secure a project from the Dream Client list, being seen in proximity to them improves your firm's market position.
The mere association with these big names can improve negotiations with mid-tier clients and set you apart from competitors.
How to Build It:
Multi-Year Strategy: This is a long-term play. Don’t expect to land these clients overnight. Develop relationships with lower-tier employees or consultants who can introduce you to higher-ups.
Attend Elite Industry Events: These clients often attend exclusive events. Find ways to connect with them, even if it means sponsoring or partnering with other industry stakeholders.
Real Life example
ISM Africa Group’s Dream Client list might look something like:
Major Pan-African & Global EPCs like Bechtel Corporation or VINCI Construction (Africa & Middle East operations)
Multilateral & Development-Funded institutions like the World Bank and African Development Bank (AfDB)
Government Flagship Programmes e.g. National hospital rollout programmes and Affordable housing initiatives
Putting It All Together
The Hit List Business Development Strategy offers a structured way to systematically build relationships with the right people over time.
If executed well, this approach can result in a steady flow of sales conversations that lead to multi-million-dollar contracts.
Always start by writing down the companies you most want to work with, then the specific individuals inside those companies.
After that, work backwards and ask: What would it take for this person to notice us and take a call?
Names matter. A company name first, then the exact role or person you’re trying to reach.
Once you know who they are, it only takes a few minutes to learn what they care about, what they’re responsible for, and what might influence their decisions.
That alone changes how you approach outreach.
Our focus is on consistency, aiming for one sales conversation a day, five days a week.
Important Note
The Hit List BD framework only works when a company is focused and systematic, with a clear understanding of who it wants to serve and who gets the most value from its offer.
If you’re struggling to even put a list together, that’s usually a strong signal that your ideal customer isn’t clearly defined yet.
That’s where the work needs to start.