People are constantly bombarded with ads in their day-to-day lives, and as a result, they’ve learned to tune them out. The same is true of sales pitches. Even when we’re forced to sit through them, we’re naturally on the defensive, which is why it’s important to replace the traditional sales pitch with a more personal, client-focused experience.

For any business development strategy to reach its full potential, you need to put yourself in the shoes of the customer or company you’re selling to and understand their goals and objectives. What are their needs, and can you adeptly provide a solution without causing friction? Instead of taking the approach of a hammer seeking a nail, look at the problem your customer is facing and tailor your sol...