Business development is more than just generating leads. To truly succeed, professionals need to master several key, and sometimes unexpected, qualities that set them apart.  

1. Asking Great Questions and Listening Intently

Business development professionals must go beyond surface-level inquiries to uncover deeper needs, challenges, and goals that may not be immediately apparent. The most successful professionals don’t rush to present solutions but instead actively listen to truly understand what drives their clients. 

This approach shifts the conversation from a transactional one to a more consultative process. Clients appreciate when their specific pain points are acknowledged and addressed, making them more likely to view the business developer as a trusted advisor, rather than just a salesperson.  

The result? Deeper relationships and more meaningful partnerships. 

2. The Right Sales Approach: Tailoring for Success

Not all salespeople are the same, and not all roles within business development require the same skill set. Some professionals excel as “hunters”—those who thrive on seeking out and closing new business opportunities. They are proactive, aggressive in their pursuit of leads, and laser-focused on results.  

On the other hand, others may be more suited for managing the sales process—detail-oriented individuals who ensure that pitches, proposals, and negotiations run smoothly. 

The key to success is matching the right personality with the right type of sales role. A “hunter” may excel at bringing in new clients, but someone with a strong attention to detail may be better suited to managing complex pitches or nurturing long-term client relationships.  

When agencies try to force one person into both roles, it often leads to frustration and burnout. Business development teams that recognize these differences and build their teams accordingly will see stronger results and a higher rate of success. 

3. Setting Realistic Expectations with Clients

One of the most underrated skills in business development is the ability to set and manage expectations effectively. This goes beyond just delivering on time—it’s about creating a transparent, honest relationship from the very first interaction.  

Whether it’s communicating when a proposal will be ready or outlining what the client can expect from the partnership, setting realistic goals helps prevent misunderstandings and ensures smoother collaboration. 

A business development professional who can manage expectations well becomes a reliable, go-to resource for clients, leading to stronger, long-term relationships. It’s not about overpromising and underdelivering—it’s about delivering what was promised, every time. 

Final Thoughts 

While many focus on the more obvious traits of business development, such as communication or persuasion, these three unexpected qualities—asking great questions, adopting the right sales approach, and setting realistic expectations—are the true differentiators. When mastered, they create a foundation of trust, efficiency, and long-term success for any business development professional. 

Our innovative talent acquisition process lets us connect top candidates with hiring teams quickly. To learn more about what we can do for you, please click here.