Connection is the key to success.

• Author: Salam, Anisa
• Position: About This Issue

Establish a personal connection--simple concept, right? As marketing and business development professionals, we know it is not. Most of us spend as much time convincing others that a connection is important as we do helping them build the actual relationship. We know that expertise and a strong reputation are not always enough in today's environment.

Marketing and business development hinge on creating and building relationships. Even with something as formal as an RFP, a connection is the key to success. In Ann Lee Gibson's article, "12 Tough Questions About RFP Competitions," she provides a roadmap for dealing with RFPs. As a consultant to law firms, she advises her clients that without a connection or relationship, the chances of winning an RFP are very low.

Continuing with this thought, Brigid O'Connor and Janet Ellen Raasch point out that "decision makers are more receptive to those they like." In their article, O'Connor and Raasch provide readers with a guide on creating a strong pitch focusing on likeability and preparation.

We know professional services work is personal by nature. Professional services firms develop business based on the skills of an individual or group of individuals. The work is based on...