Free Advice

Relationships are the key

Here’s some examples from client situations. As you read this, I’m off to Prague for a birthday celebration and to take my dad to visit some relatives.

There are tons of books (and many more articles) on relationship selling. Judging from this, selling is the only place relationships matter.

However, one could say that relationships are the key in life or that life is really a series of sales situations. The basics are to find something in common, build on it and develop the rapport.

We build the true business relationship built upon questions. Showing interest is one thing, asking the detailed questions that allow you to really know who you’re dealing with is the key.

I was surprised the other day when a friend told me how amazed he was about how much I knew about a prospective client’s situation. This from a guy who considers himself to be a great salesperson and has 30 years experience. Actually, one year’s experience 30 times (and he’s a relentless closer). I told him, “You need to ask more questions (and deeper questions).”

So here’s some examples of relationships and the results.

Customer satisfaction surveys for a client told us that everyone has problems with their customers. The happy customers were the ones communicated to about the problem.

A recent article in the Bellevue Eastside Journal mentioned how a manufacturer built relationships with his retailers (not the distributors), so they would push his line, over other lines, to the end user.

A client built a relationship with his banker, who went to bat for him with the credit people and got about $2,000,000 of financing approved because the banker believed in him.

During a buy-sell transaction, the owner’s rep told me “If my client likes your client, we’re almost there. If not, don’t bother.”

A buyer received a counter-offer lower than his offer (a change in deal structure allowed this). It shows you what happens when a seller loves a buyer.

A seller told a client if she matched the price of the other offer, she could have better terms (because we like you and want you to have the company).

Finally, during employee interviews, at struggling companies, the employees often say that they want to stay and help the owner succeed because he or she deserves it.

As Alan Weiss says in his many books on building a consulting business, “It’s a relationship business.” Actually, everything is based on relationships. My advice is to take the time to build your relationships.  

© Copyright John Martinka 2002. All rights reserved.