Benchmark Learning's Blog

Developing relationships in business development is a key to success.  We have all seen the business development person who has a database of hundreds or even thousands of contacts and knows everyone on their list.  This person can also call most of the people on their list and ask for a favor if needed (or an audience if they have a new product or service). 

How do they develop such lasting relationships with customers and colleagues?  Yes, they may be a good "sales person" and likeable.  But, what clearly differentiates them is that they take a sincere interest in the people they come in contact with and show genuine concern.  They listen to customers (and potential customers) as people.  They learn about them and they remember things about them.  They look for openings to learn about common interests and historical linkages (perhaps they both went to the same college or both were in Europe at the same time).  These commonalities strengthen relationships and help people remember a good experience with someone.

Early in my career I was tagging along with a V.P. of Business Development at a tradeshow.  He talked to a lot of people, but rarely talked business with them, and he certainly didn't put on his "salesman hat."  I commented to him later that I didn't understand why he wasn't selling.  He laughed and said, "I can sell anytime, my purpose here is to make new friends and to strengthen my relationship with old friends.  Later, when they have a need, they will call me.  Or, if I perceive they have a need I can contact them and talk to them about the benefits we can provide them."  He also explained to me that he learns as much as he can about people and send them information that can help them personally and professionally.

Think about how you can build relationships instead of sales!  Build the relationships and the sales will follow.