The Relationship Game

The longer I've been in this business, the importance of relationships and building friendships to business. Some of you know that I recently changed my career path. I no longer work for a well known trade association, but an entrepreneurial digital media company. Of course, I also do some work with the Moery Company consulting associations and organizations.

What I've learned over and over again is that most of my members when I was at the us chamber, new partners of SmartBrief, or customers in the consulting business have one thing in common. They are my friends. I have come to know the individuals making business decisions and over time developed great relationships and in many cases, friendships.

I think we spend too much time selling services and products to people that don't could care less about us and our product. Why? Because they don't know us from any other shmuck calling to make a quick deal. We don't cultivate relationships. In today's marketplace products and services are generally very good. If that's the case what makes the difference? I believe it's the relationship between the salesperson and the potential client.

When is the last time you bought a car from someone you didn't like? When was the last time you stopped going to a restaurant when the food was great but the waiter was a jerk?

That's not really tough to figure out. However, I wonder how many of us really cultivate relationships? Or do we just sell products and services to people we don't know? Ask yourself this question. When was the last time you sold a membership to a company or individual that you didn't know at all? My guess is those bluebirds fly in very rarely.

There's another way of looking at this. You spend most of your time helping and working with your friends. That's a wonderful way to do business.

So get off your duff and call your friends. See if you can help them. Or call someone you don't know and asked them for a cup of coffee. Take them to lunch and learn about their business and their life. My guess is they could become your next friend and customer.