Develop Relationships or Generate Revenue?

As sales professionals, we are often tasked with making difficult decisions and juggling multiple responsibilities.  Below I propose a question that I often ask during an interview.

What is more important? Developing meaningful relationships or generating revenue?

What are your thoughts? If we develop meaningful relationships, will those relationships turn into revenue? Can you generate revenue without meaningful relationships?

Does your answer change during the COVID-19 pandemic? Be sure to watch the most recent video blog to find out the answer to these questions?