One of the best lessons I learned about sales came when I worked at Google. Preparing for a pitch to one of the big banks, our sales executive said, “Look, if they were rational in their ad spend, they’d put it all in YouTube. But they aren’t, so we need to create a connection, tell a story.”
If you build professional relationships with the same care that fuels your personal ones, you’re likely to build more meaningful—and fruitful—business connections.
Business development today thrives on networks and exchanges of favors that energize rather than drain both giver and taker.