Building relationships versus doing transactions

Marketing, problem solving, relationships, Sales

When we are new into selling, we end up viewing everything from the lens of a transaction. We don’t have a large enough prospect base, at the time so we are desperate to get whatever we can so that we can meet our targets.

And then you have the boss, who is not bothered about how you get the sale, as long as you get it. That actually sends out a wrong signal to the sales guy.

I realized much later that in the B2B space, the world is actually very small and you end up meeting the same people, somewhere or the other. So if you have rubbed someone the wrong way, you can count yourself out of business from that person wherever she goes.

Since then I made it a point to ensure that I was always investing on building relationships….so irrespective of where people,e went, I could pick up the phone and just make a call. Since I was investing in the relationships up-front, it also meant that I was clear that I would keep commitments that I made and would inform in advance if it was not going to be possible to keep it.

The benefits of building relationships , as you climb the corporate ladder are extremely high. You get valued because of your relationships. As you climb higher, the problems you have to solve are also much bigger. It helps if you can leverage your relationships to get you moving.

So work to nurture relationships…..its important in all functions but especially so in the sales and marketing roles, because as McCormack used to say – All things being equal people give orders to friends, all things not being equal, people still give order to friends.

Till next time then.

Carpe Diem!!!

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