The brutal truth why recruitment agencies are failing at business development with Chris Ryan, Ben Cawthorne & Roheel Ahmad

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In this live episode of Recruiting Better, host Ben Browning brings together a panel of three recruitment leaders to delve into the findings of the State of BD 2025 report, an in-depth look at business development strategies across 500+ recruitment firms.

Ben is joined by Ben Cawthorne, Director at SW6 Associates, Roheel Ahmad, Founder of Imagine AI & Co-founder of Forsyth Barnes and Chris Ryan, COO at BGC. Together, they unpack the report's insights from the startling stat that 76% of recruiters have no BD plan, to the shift in sales culture post-COVID, and how companies can better equip their teams for scalable success.

Whether you're a recruitment founder, consultant, or team leader looking to sharpen your BD approach, this episode is filled with honest takes, real-world examples, and actionable strategies.

Key Takeaways:

No BD Plan = No Scale – 76% of recruiters lack a business development strategy, which holds them back from real growth.

Sales Culture Has Changed – Remote work and market shifts have weakened the BD mindset, especially for juniors.

Osmosis Still Matters – Being around top billers in person offers learning you can’t replicate through Zoom or training decks.

Structure Over Hustle – Playbooks, process clarity, and leadership alignment are critical to long-term BD success.

Don’t Skip the Basics – Even senior leaders should be trained in sales fundamentals to set an example for junior teams.

You Can’t Sell What You Don’t Understand – BD should start with market research to define the problem you solve.

Short-Term Thinking is Risky – Sustainable success requires moving beyond quick wins to strategy and systems.

Noteworthy Quotes:

“We've been account managers, not recruiters. But that won’t work in new markets.” – Chris Ryan

“Most recruiters don’t need sales help, they need clarity, structure, and real leadership.” – Roheel Ahmad

“Sales culture in your bedroom is hard. Junior consultants miss the energy of an office.” – Ben Cawthorne

“Only 33% of recruiters listen back to their calls. That’s a huge missed opportunity.” – Ben Browning

“Let’s not lose the relationship in the rush to automate everything.” – Chris Ryan

Key Timestamps:

[00:00:00] – Episode Highlights and Call to Action

[00:01:35] – Guests Introduction and 76% of Recruiters Lack a BD Plan

[00:04:18] – Shifting from Blue Collar to Strategic Sales

[00:06:20] – Culture Shift: From Passive to Proactive BD

[00:10:09] – Why Listening Back Matters And Osmosis Isn’t Enough

[00:14:09] – Are You in the Right Market? A Look at Fit & Motivation

[00:15:01] – Leadership Blind Spots in Setting Up Contract Teams

[00:17:24] – BD as Market Research: Start with the Problem

[00:22:24] – Only 43% of Recruiters Feel Seen as Experts

[00:25:51] – Process as the Shortcut to Expertise

[00:28:56] – Final Thoughts on the Future of BD in Recruitment

Follow our Guests Ben Cawthorne, Roheel Ahmad & Chris Ryan on:

Roheel Ahmad LinkedIn: https://www.linkedin.com/in/roheelahmad/

Websites: https://imagine-ai.com/  

 https://www.forsythbarnes.com/

Ben Cawthorne LinkedIn: