In today’s fast-paced world, it’s easy to think business development is about closing quick deals and moving on to the next. But let me tell you, if you want long-term success, business development is a marathon, not a sprint.
Since I started back in 2010, I’ve approached business development in a way that most people overlook. On average, I have four coffee catch-ups and two lunches a week. Here’s the kicker—I don’t sell during these meetings. Why? Because I don’t treat the people I meet as clients; I treat them as peers.
I’ve learned that building strong, meaningful relationships is the cornerstone of sustainable business growth. My goal is always to be generous with my time, to leave the people I meet in a better place than I found them. That’s how you build trust, and trust is everything in business.
Over the years, this approach has paid off. Today, 95% of my new clients come from referrals, and we have an impressive 98% client retention rate over the last decade. Why? Because business development isn’t a one-time effort. It’s a series of activities you need to consistently perform, day in and day out.
A lot of people get business development wrong. They think it’s all about the pitch and closing the deal. But here’s the reality: you can’t just show up when you want something. You need to be present consistently. Building a reliable network takes time, and that means showing up even when there’s no immediate benefit in sight.
Over the years, I’ve built a network of referrals through long-term business associates. These aren’t just people I call when I need something; they’re advocates for my business. We catch up every few months, and we look out for opportunities for one another. It’s not transactional—it’s relational.
The number one mistake I see business owners make is thinking they don’t have time for business development. The truth is, you can’t afford not to make time for it. If you’re constantly chasing short-term wins, you’re missing the bigger picture. Business development is about playing the long game and making the right connections that will serve your business for years to come.
If you’re sprinting through your business development activities, burning out, and wondering why you’re not seeing long-term results, it’s time to take a step back. Think about the relationships you’re building. Are you genuinely investing time and effort, or are you just trying to close a quick deal?
Here’s a tip: Start by identifying people you can help, not just people who can help you. Give generously. Leave people in a better place than where you found them. That’s how you build a network that will support you in the long run.
If you approach business development as a marathon, you’ll find that the rewards far outweigh the quick wins you get from sprinting.
So, the next time you think about business development, remember: it’s not about the sprint, it’s about the marathon. Play the long game. Build relationships, not transactions. Be consistent, and watch how your network grows—and with it, your business.
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