I learned this lesson by experience. I am partner in a popular marketing site and so I get a lot people who are interested in JV opportunities from all around the world. Now I like getting directly to the point (“Hi Max. Tell me what I can help you with.”) because it saves us time and we both know this is a JV call so if the other person has a list or opportunity that matches ours, it's on.

Unfortunately most JV calls I've had start off like a dick measuring contest. People love to boast how big their business is and how this can be start of a million dollar partnership, yada yada. This becomes especially infuriating when the other person is blatantly lying just to impress you. Earlier I used to get kind of pissed off or started 1-upping them while getting irritated and angry of what I'm doing with my time. Now I just put the phone on speaker and do something else saying "sure" or "great" from time to time. Not only does it save my time, I don't lose my focus after and yes, I close more deals and create longer relationships. So yes, this don't be a child philosophy is really great, esp for geeks (like me) who think that the shortest distance between two points is always the best route.