Every business must make a sale to turn a profit. Every customer must have an objective met or have a pain relieved to agree to a sale. Unfortunately, job titles that include the words “Sales” or “Business Development” do not necessarily inspire confidence in customers’ minds. Instead, the customer may feel or think a “sales” or “BD” person is only engaging to get something from them, whether or not their objective is fully or properly met.
A good salesperson is always concerned with understanding their customer’s business and how to best serve their needs. So, as long as you have GOOD salespeople, why not change their title to more accurately describe what your customers can expect from them? Consider something along the lines of Consulting Engineer, Customer Advocate or Account Manager. Your salespeople should be there to deliver value to your customers and your customers must know that.