Leveraging Technology to Enhance Relationship Building

Originally published on January 16, 2024, by Rebecca Randolph for NAIOP. 

As the business landscape continues to evolve, it’s key for relationship builders in all industries to reconsider the ways they connect and engage with both new and existing clients. In our fast-paced, digital world, new technologies have transformed how companies do business, including how they attract new prospects, foster relationships, create trust and maintain relevance. While these new technologies are rooted in the basic principles of relationship building, business development professionals should take a close look at these new methods to consider how they can help reinforce their current approach to support their company’s growth and longevity.


In the wake of the COVID-19 pandemic, companies across the globe sought out new platforms for conducting business, collaborating, and connecting with colleagues and peers. Although these technologies, such as Zoom and Microsoft Teams, had been in existence for several years, they quickly became the go-to solution for staying connected regardless of physical location. While these platforms remain relevant in the post-pandemic world, they are no longer the only option for maintaining connectivity and collaboration. After many months spent separated from society and the physical workplace, most individuals are eager to reconnect in person.

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