Business rainmaking refers to generating new business or additional cash flow from sources outside the established or normal business channels. In general, rainmaking is a mindset of delivering value to your customer. Rainmakers find ways to connect with people in non-traditional or hidden markets.
The terms rainmaker and rainmaking refer to the act of influencing the gods or mechanically seeding the clouds to induce additional rain, especially on cropland during a drought.
In business, a rainmaker is a person who brings revenue from customers and donors into an organization; rain refers to customers' money.[1]
The role of the rainmaker is to find a dormant business problem and then create a vision of what life could be like if it were solved.[2] The rainmaker describes actions necessary to get and keep customers, which is directly related to the revenue of the organization.