Transactions vs. Relationships: Why the Long Game Matters

By Keith Sherman, Business Development at Swartz and Associates

In business circles today, the conversation around transactions verses relationship building is louder than ever. The two are not mutually exclusive, but they certainly are not equal. I spent my entire life as someone who has “never met a stranger,” which is really just a polite way of saying I’m comfortable talking to anyone. I see the good in people. I see potential friends, future collaborators, and meaningful connections everywhere I go.

Over the years, people have introduced me as someone who “knows everyone.” That’s not quite true. I have met a lot of people – coast to coast, in countless industries and communities – but meeting someone and knowing someone are two very different things. A real relationship is not built from a quick hello at a networking event or a 30‑second elevator ride that ends in a LinkedIn request. It’s built over time, with intention.

A New Chapter—and a New Pace

Two years ago, after nearly four decades in marketing and advertising, I joined Swartz + Associates as a Business Development Executive. When I sat down with Don Swartz to talk about the opportunity, he said something that stopped me in my tracks:

“Keith, I want you to say goodbye to your sense of urgency. Our business takes time. Be patient signing new clients. There’s no quota. No timeline. Just go out there and be yourself.”

Wait, go out there and be myself? That I can do. In fact, I can do it better than ever.

Because at this stage in my life, I am intentional about nurturing my past, present, and future connections. I have lived and traveled all over the country, and those experiences have taught me how differently people behave depending on where they’re from—and how similar we all are at our core. One universal truth: trust rarely happens quickly. It takes time. So do genuine relationships.

You can’t rush your way into someone’s inner circle. You can’t expect access to their network before you’ve earned their confidence. You have to show up with the goal of getting to know them, not closing a deal.

A Real Example of the Long Game

This past spring, I was invited to a networking event by someone I worked with back in the late 1990s. That’s a relationship nearly 25 years in the making. At the event, I hugged someone I hadn’t seen in ages, and I also met a person who Swartz + Associates completed a successful project with recently.

That moment did not happen because of a transaction. It happened because of a relationship that had been built, maintained, and respected over decades.

The True Return on Investment

I have been part of countless business transactions throughout my career. But the real effort—the real reward—comes from building relationships that last. Transactions may pay the bills, but relationships build a life. They shape your reputation, your opportunities, and your personal growth.

Don’s advice was spot-on. These past two years have been both fun and successful, and the best part is that it feels like I’m just getting started.

Swartz + Associates, Inc. (SAI) is a full service property tax firm specializing in the review, analysis and appeals of real and business personal property tax valuations. If you need help with your property taxes, give us a call!