The business development process can be approached in a number of ways. Many established firms are reactive in their approach: Clients and potential clients who know about a firm through prior experience or reputation send requests for proposals (RFPs) to the firm, which responds, hopefully winning a satisfactory portion of work to sustain its business. A proactive approach to business development is one in which a firm carefully selects the individuals and organizations it wants to work for and pursues them. A proactive approach gives a firm more control over whom it works for and the kinds of work it will take on, and can open up significant new opportunities and areas of growth. This approach can require considerable work, but it can also be highly rewarding.