Sales Is All About Relationships, Right?

Recently at a networking event I was introduced to a young professional who is responsible for business development at his company.  The person that introduced us told him that I teach Sales Habitudes to small businesses and sales professionals.

This young professional then stated that sales is all about developing relationships.

Although a teaching moment had just presented itself, it was not the time or the place.  The fact is, sales is not "all about relationships."

I know lots of lawyers and many are my friends.  I have one for my corporation from one of the biggest and most expensive firms in town.  He is a really nice guy, but I use him because my perception of his expertise gives me confidence that my company is in compliance with the law.  I have another lawyer who is a litigator and I have had to use him to recover money invested with unscrupulous business people.  We like each other, but I never see him unless I need him.  I chose him because of my perception that he is a litigation pit bull.

I choose my accountant because he alleviated my fear of being audited.  I have an auto mechanic that was recommended to me and I have recommended him to a couple dozen people over the years because I perceive that he is honest.  He has no idea what my name is.

The point is, sales is not all about "the relationship."  Rather, sales is about the value derived from having the relationship.

Establishing a relationship is what gives you the opportunity to demonstrate your value.  But establishing a relationship won't turn into business if your prospect does not perceive that you bring valuable expertise or resources equal to or greater than all of the other bankers, lawyers, accountants, web designers, insurance agents, printers, commercial real estate brokers, and various species of consultants who are also working to establish a relationship with them.

Finally, buying into the idea that it is all about the relationship has caused many to focus too narrowly on "networking" rather than developing expertise, resources, and ideas to share with prospects and clients. 

What kind of things do you do to add real value to your business relationships?  What can you do to find out what else your clients and prospects would value in terms of expertise and resources?

Comments

[Jean Baker]

I tend to divide relationships into two categories: business and personal. Sometimes they overlap, sometimes they don't. As you note, there are people with whom we do business but never develop personal relationships. Likewise, there are people we like on a personal relationshiip, but just don't have the level of "technical trust" in them to develop a business relationship.