Always Be Curious: A fresh take on business development

The classic sales mantra "Always Be Closing" evokes images of relentless persuasion to seal the deal. While this approach has its place, it overlooks something essential – the human connection at the heart of sustainable business development. Today, business development is not just about closing deals. It is about opening doors, understanding people, and earning trust. The new guiding principle is simple: Always Be Curious.

Curiosity is the foundation of empathetic business development. As an investment banker, our role is more than selling services; we are a guide, problem-solver, and trustworthy partner to clients. To do this well, we need to genuinely understand their challenges, aspirations, and the story behind their business. What keeps them up at night? What opportunities light them up? Being curious helps answer these questions, bringing a deeper understanding of their world.

The power of empathy

Empathy is not just a feel-good concept – it is a tangible skill, starting with genuinely caring about the person in front of you. Too often, business owners and executives feel like they are pitching their vision to someone already thinking about their next move. Take a different approach. Uncover insights spreadsheets and presentations cannot reveal by asking meaningful questions and listening.

This human-centred approach transforms business development from a transactional process into a relational one. When clients see you are invested in their goals and challenges, it builds trust – a foundation for true partnerships.

Curiosity fuels creativity

We are better equipped to identify unique opportunities by approaching situations with an open mind. For example, a client seeking growth capital might benefit from operational improvements or brand repositioning. Understanding their broader vision allows us to offer aligning recommendations beyond the obvious.

This is especially true in investment banking, where every deal is unique. There's no one-size-fits-all answer. Curiosity drives us to dig deeper, ask smarter questions, and find opportunities others may miss.

Win-win frameworks

Some may argue a curiosity-driven approach takes too much time or slows the deal-making process. Untrue! Investing time upfront to understand clients reduces friction later. When clients feel heard and understood, they are more likely to trust advice and work collaboratively toward shared goals.

This approach benefits individual deals, creating a ripple effect. Clients who experience genuine care often become advocates, referring you to others and strengthening your network. In this way, curiosity does not just inform my work ­– it transforms it.

The takeaway

Always Be Curious. This simple yet powerful mindset shifts focus from “What’s in it for me?” to “How can I help?” In doing so, it transforms business development from a pursuit of deals into a practice of building lasting relationships. That is the real measure of success.

Eric Green, Managing Director at Cascade, is a former Naval officer later to serve as an investment banker, co-founding Vineyard Capital Group, a venture fund leveraging data and analytics in healthcare and retail.