Q&A- Ben Sappington

Ben Sappington, a seasoned business development professional with nearly two decades of experience, is at the helm of growth efforts for the Aerospace & Defense and Transportation & Logistics practices at Moss Adams. Since joining the firm, he’s played a vital role in developing and optimizing nationwide sales strategies, as well as guiding a team of BD professionals toward firmwide success.

Ben, you’re known for your strategic approach to business development (BD). How do you approach carving out time each day to maximize success?

Intentionality is everything. I always start with a clear focus on my highest-impact activities. In a role like mine, you could get distracted by a hundred tasks, so I prioritize those that align with the firm's growth goals. Each day, I make sure most of my time is spent on activities that directly support those objectives — like nurturing industry relationships or prepping for key client meetings. The idea is to balance immediate BD needs with longterm relationship-building that will generate the best results down the line.

Let’s talk about picking a niche. How can someone determine the right focus area for BD?

Choosing the right niche is crucial for anyone in BD. I recommend starting by assessing where the firm’s current strengths lie and where you see the most potential for growth. Look at where the firm already has clients and ask, “Is there an industry we could expand within?”For example, I initially started in agriculture, where Moss Adams had a strong foundation, then transitioned to aerospace and defense because it presented substantial growth potential. Picking a niche involves assessing both your personal strengths and the firm’s capacity to support that industry.

Once you’ve identified a niche, how should someone allocate their time within it?

Once you’ve selected your niche, focus 80% of your time there. For me, that means staying deeply connected in the aerospace, defense and transportation sectors. It’s not just about attending conferences and trade shows, although those are important. It’s about understanding the community and aligning with the industry’s rhythm. The remaining 20% of your time can be spent maintaining general relationships or exploring emerging opportunities, but those core industry relationships should get the lion’s share of your attention.

What does a successful day look like for you?

A successful day involves a mix of high-touch client interactions and strategic internal planning. I start each day by prioritizing my outreach efforts — connecting with prospective clients, following up with existing ones, and touching base with key partners. After that, I spend time strategizing with our internal teams to make sure everyone’s aligned. When you’re clear about what your niche needs, you can balance relationship-building with tasks that keep your strategy moving forward.

For those with a broader role or fewer resources, can you offer advice on where they should focus?

If you’re a solo BD person, you must be even more intentional. I recommend ranking your firm’s top growth areas and aligning your time with those priorities. For instance, focus on just one or two major industries that offer substantial client potential rather than trying to cover everything. Identify key events, partnerships and decision-makers in that space, and devote your resources to those specific avenues.

Do you have any final thoughts?

Intentional BD is the difference between just being busy and actually moving the needle. When you pick the right niche and devote most of your time to it, you’re creating depth instead of surface-level connections. Depth is what generates trust, credibility and eventually growth. So, be clear on your goals, pick a niche that aligns with your strengths and your firm’s direction and make every effort count.

Interview by Christine Proulx Grzyb