It’s the Relationship Stupid

Remember when it was the economy stupid? Well, in sales it’s the relationship. Too many small business owners and salespeople are out there making promises they have no intention of keeping. They’re asking for favors from strangers; they’re expecting others to sell for them. None of this is good. And in today’s competitive economy, it’s disastrous.

As we enter into a new year, take heed. Those who are going to survive and thrive in 2012 are the business owners and salespeople who are building and nurturing real relationships. Many of you are reading this and saying ‘Well, duh!’

Before you go off assuming you are on top of this, think through your relationships with your clients, referral partners, connections, and associates. Are you promising what you aren’t delivering? Are you meeting someone and jumping into bed with them before you know their name (metaphorically)? Sometimes we get so used to what we are doing that we don’t take the time to make sure we are building real relationships.

I know a woman who lives here in Cleveland. When her dog got sick she almost drove to her old veterinarian in Chicago. That’s how well the vet had built a relationship with her. She trusted him beyond all reason; to the point of a 5 hour drive!

I know an insurance agent who made the claim that she reviews her client’s policies on an annual basis and then discusses those policies with them. That’s a great promise since so many agents sell the policy and then move on. The problem is that she doesn’t follow through with that promise. She therefore, is worse than the ones who don’t make the promise at all. At least you don’t have an expectation of them.

Decide how you want to do business; what you want to be known for. Then make sure you embody that person. It’s a competitive landscape out there. We all need to identify our differentiator. Once we choose it, we have to follow through with it. You do more damage to your success by failing to deliver than you do by not offering a promise at all.

It really is the relationship, stupid. As we enter a new year with new possibilities, how will you handle them? How will you nurture them and care for them? Most importantly, how will you make sure you deliver on your promises?