7 Tips for Winning New Business (and What Not to Do)

When it comes to growing your business or career, some advice can actually lead you astray.

While there’s no shortage of tips about sales and business development, there are seven common pieces of advice you should flip on their heads if you want long-term success.

1. Forget the Sales Mindset

When you hear “sales,” you might think of pushy tactics and self-interest, but true business development is different. It’s not about doing something to someone, it’s about helping them.

Focus on building relationships, asking questions, and guiding clients toward what’s best for them, not what’s best for you. Long-term relationships grow when you provide value first.

2. Stop Always Asking for the Business

You’ve probably heard, “Always ask for the business!” While enthusiasm is great, jumping the gun can hurt. People need time to trust you before committing.

Instead of pushing too soon, offer something useful, like a recommendation or solution to a small problem they’re facing. Over time, your thoughtful help will naturally lead to business opportunities.

3. Closing Isn’t a Magical Skill

“Closing deals” gets too much credit. It’s not a one-time, dramatic moment; it’s a natural result of taking small, meaningful steps in a relationship.

Ask for smaller commitments along the way, time, input, or resources, to show you’re invested. These “mini-closes” make it easier to reach bigger agreements in the future.

4. Raw Effort Isn’t Everything

Hard work is important, but effort alone isn’t enough. Givers who invest their time in the right people see the most success.

Instead of spreading yourself too thin, focus on meaningful relationships with potential for mutual benefit. Be strategic with your time and energy.

5. Look Beyond the Immediate Opportunity

It’s easy to focus on what’s in front of you, but some clients or projects might not pay off right away. That doesn’t mean they aren’t worth your attention.

Offer value upfront with a “Give to Get” approach. Teach them something, co-create a solution, or brainstorm together. Even if the opportunity doesn’t pan out immediately, you’ll build trust for the future.

6. There’s No Midas Touch

Some people seem to win all the best deals, but it’s not magic. What they have is a system.

Top performers don’t chase every lead equally. Instead, they explore many opportunities but double down on the ones that show the most promise.

By being selective and strategic, they make their results look effortless.

7. Don’t Just Focus on Yes

A “yes” might feel great, but if it’s half-hearted or rushed, it can turn into a “no” later. Slow “no’s” are painful and waste time.

Instead, aim for an honest “no” early in the process. When clients feel safe to be truthful, you can adjust your offer or strategy, and that “no” could turn into a strong “yes” later.

Final Thoughts

True business development isn’t about being pushy or doing what’s expected. It’s about building trust, offering real value, and focusing on relationships.