The crypto industry moves fast — and surviving in it requires more than just technical know-how or a passing interest in blockchain. It demands deep expertise, emotional resilience, strategic thinking, and a relentless focus on delivering real value. Over six years at @MessariCrypto, I helped grow Protocol Services from a concept into a thriving eight-figure business with over 100 satisfied clients. Along the way, I learned hard lessons that apply not only to sales and business development in web3 but to anyone building services for crypto-native projects.
These principles are battle-tested, rooted in real-world experience, and designed to help you build sustainable success in one of the most dynamic industries today.
👉 Discover how top performers in crypto stay ahead of the curve
1. Master the Industry Inside and Out
If you're not willing to dive deep into the details, this industry isn’t for you.
Crypto is inherently technical. Developers, founders, and core contributors can spot surface-level understanding from a mile away. To earn trust, you need to speak their language — confidently discussing modular vs. monolithic architectures, the role of restaking, or the mechanics of Maximal Extractable Value (MEV).
If terms like PoW (Proof of Work) and PoS (Proof of Stake), block size debates, or consensus mechanisms feel unfamiliar, start there. Build your foundation first. Then go deeper. True credibility comes not from buzzwords but from demonstrating genuine comprehension of the challenges teams face.
This depth isn’t optional — it’s the baseline for meaningful engagement.
2. Lead With Curiosity, Not Agendas
The teams you engage with are building what they believe will shape the future of decentralization. Your primary goal shouldn’t be to pitch — it should be to understand.
Ask questions: What drives them? What are their KPIs? What keeps them up at night? What does success look like for their protocol?
When curiosity guides your conversations, something shifts. You stop being just another vendor and become a trusted advisor. Relationships built on authentic interest last longer, open doors, and create opportunities no cold email ever could.
👉 See how curiosity fuels innovation in blockchain ecosystems
3. Be a Value Creator, Not a Salesperson
Sales in crypto doesn’t work like traditional enterprise SaaS. People don’t want to be sold to — they want solutions.
If you’ve done your homework and truly understand how these protocols operate, your role changes. Instead of pushing a product, focus on making their lives easier: saving time, reducing costs, or accelerating growth.
When value is the foundation, deals follow naturally. Revenue becomes a byproduct of trust and impact — not persuasion.
4. When in Doubt, Write It Down
There’s no better way to expose gaps in your thinking than putting ideas into writing.
Before pitching a service or making an internal decision — whether hiring, launching a new feature, or targeting a market — write a clear, structured memo. Explain:
- Who the customer is
- What problem you’re solving
- How your solution creates measurable value
If you can’t articulate it clearly on paper, you don’t have a solid plan. And if it wouldn’t convince a skeptical reader, it won’t survive real-world scrutiny.
Written reasoning forces clarity. More often than not, a well-crafted document reveals flaws that glossy slides hide.
5. Align Incentives Strategically
We’re in crypto — we know incentives matter. Yet I’ve seen teams with no commission structure or poorly designed compensation models.
Top performers should be rewarded significantly. Their earnings must be tied directly to key outcomes: revenue generated, client retention, strategic partnerships formed.
But not all deals are equal. A high-effort enterprise contract deserves different recognition than a small self-serve signup. Also consider non-revenue contributions: market intelligence gathered, product feedback delivered, ecosystem relationships nurtured.
There’s no one-size-fits-all model, but getting this right is critical. Spend more time than you think necessary designing incentive structures — they shape behavior, performance, and long-term culture.
6. Act as a Part-Time Product Developer
Business development teams talk to customers more than anyone else. Every call is a goldmine of product insights.
Use that access wisely:
- Ask what’s missing from current tools
- Probe how competitors fall short
- Listen for pain points buried in casual remarks
Then systematize that feedback. Create channels to share insights with product and engineering teams regularly. Turn anecdotes into actionable improvements.
The best BD professionals don’t just sell the product — they help evolve it.
7. Prioritize In-Person Connections
Yes, Zoom works. But nothing replaces face-to-face interaction.
Crypto has a vibrant conference scene — DevCon, EthGlobal, Consensus — and these events are invaluable. Don’t treat them as checkboxes. Go beyond panels and parties. Host intimate dinners. Organize small roundtables. Meet key prospects for coffee.
Even if you’re remote, budget for travel. A few hundred dollars in flights and hotels can unlock million-dollar relationships.
Human trust is built through shared experiences — not video grids.
8. Avoid Being That Person at Conferences
It’s tempting to let loose at events — drinks flow freely in this space.
But I’ve seen too many talented people undermine themselves by overindulging. Slurred speech, poor judgment, forgotten conversations — all damage credibility.
I was once that person. I thought letting off steam was part of the culture. Looking back? I missed opportunities because I wasn’t present — mentally or professionally.
Stay sharp. Be reliable. Be the person others want to do business with the next morning.
9. Checking Prices Hurts More Than You Think
We all love watching charts. But constantly checking prices kills focus.
Each glance at a candlestick chart triggers a micro-emotional response — fear, greed, anxiety. That mental switch disrupts deep work. Over time, it drains emotional energy and harms mental health.
You’re not a trader just because you hold tokens. Treat your attention like a limited resource — because it is.
Close the tabs. Silence the alerts. Protect your focus like your career depends on it — because it does.
10. Self-Improvement Equals Professional Growth
I used to believe that time away from my desk was wasted time.
Then I started scheduling meditation, journaling, walks, and real vacations — no emails, no calls.
My output didn’t drop. It soared.
Why? Because performance isn’t just about hours logged. It’s about clarity of mind, emotional resilience, and sustained energy.
Invest in yourself: physical health, mental peace, creative space. These aren’t distractions — they’re force multipliers.
Schedule them like meetings with your future self.
Frequently Asked Questions (FAQ)
Q: Are these rules only for salespeople in crypto?
A: No — while rooted in business development experience, these principles apply to founders, product managers, marketers, and anyone building in web3 who wants to operate with integrity and impact.
Q: How do I start learning blockchain fundamentals if I’m new?
A: Begin with core concepts: public-key cryptography, consensus mechanisms (PoW/PoS), smart contracts, and wallet architecture. Use free resources like Ethereum’s official documentation or curated learning paths on decentralized knowledge platforms.
Q: Is networking really worth the cost of travel?
A: Absolutely — especially in crypto, where trust is scarce and relationships are everything. One meaningful connection can lead to partnerships or insights no amount of digital outreach can match.
Q: How often should I review my incentive structure?
A: At minimum, quarterly. As your business evolves — new products, markets, or goals — your compensation model should adapt to keep top talent motivated and aligned.
Q: Can curiosity really affect business outcomes?
A: Yes. Curiosity leads to deeper understanding, which builds trust. Trusted advisors close more deals, retain clients longer, and unlock strategic opportunities others miss.
Q: What’s the biggest mistake early-stage BD teams make?
A: Selling before understanding. Jumping into pitches without first learning the prospect’s world leads to rejection and wasted effort. Listen first — always.
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