Build Relationships Before You Need Them
The Foundation of Successful Sales: Building Relationships Before You Need Them
I recently heard someone say that their business development staff aren’t reaching out to existing or new clients because, "I don't have anything to sell them right now."
But here's the reality: Buyers are getting inundated with people pushing products, and they aren't enjoying it. I'm getting slammed with LinkedIn messages and spam calls from people trying to sell me something. Even if I could benefit from the service, I don't know them. We have no relationship and therefore no trust established.
They forgot the most important lesson of sales: The time to connect and build relationships with prospective clients is not when you have a new offer or when you need the sale, but in advance.
Reaching out to former, current, and new clients with no agenda except to check in and ask how things are going builds trust through curiosity and deep listening. Then when you do have an offer that aligns, you know the value to them. And they know you.
Business development is getting tougher. As a client said today, "More mouths are trying to take a bite out of the same pie." In this crowded marketplace, showing up only with a polished pitch when you need business doesn't cut it anymore.
My most successful client relationships weren't born from perfect pitches. They grew from genuine curiosity about challenges people were facing and consistent conversations that happened long before any formal proposal was drafted.
Think about it. How do you feel when someone only reaches out when they want something? Compare that to how you feel when someone checks in regularly and demonstrates genuine interest in your success—even when there's no immediate business on the table.
Here's what building relationships in advance looks like:
Stay curious about your industry and the people in it as part of how you naturally engage professionally
Ask questions and listen deeply to understand real organizational challenges
Share insights and resources without expecting anything in return
Show up consistently at industry events with genuine interest in learning and contributing
When you approach relationship building this way, something remarkable happens.
By the time an opportunity arises, you already know whether your solution truly fits their needs. You're not guessing—you're responding to real challenges you've come to understand through genuine connection.
The result? Your proposals land differently because they're grounded in relationship and understanding, not assumption. Trust already exists because you've demonstrated commitment to their success over time.
This isn't about being manipulative. It's about building mutual respect and understanding that serves everyone better. When trust exists, difficult conversations become easier. When relationships are established, business naturally follows.
Here are some reflection questions:
When you think about recent business conversations, how many happened because you genuinely wanted to learn versus because you needed something?
If you had to rely on referrals tomorrow, how many people would actively recommend your services?
When industry challenges arise, are you someone others reach out to for perspective?
Do you feel desperate when making sales calls? Showing up with curiosity and in the spirit of service takes predatory feelings out of the air.
The difference will show up in your results—and in how much you enjoy growing your business.
This relationship-building approach is at the heart of everything we do at Beth Wonson & Company.
If you're interested in developing these skills further, I'd love to continue the conversation. Grab a time to chat here.