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Thoughts on how to initiate and maintain good relationships with clients when all you have to sell is you.
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Relationship SellingRelationship Selling
Brent C.J. Britton
Approach
1. Why me?2. Why you?3. Fundamentals4. Pointers
Why me?
Why me?
• Relationship selling since 1994– 7 years in San Francisco– 3 years in New York– 8 years in Tampa
• Average sales = N x $MM/yr • …under the Bar rules.• See http://en.wikipedia.org/wiki/Brent_Britton
Why you?
Why You?
Fundamentals
(Where do we come from? What are we? Where are we going?)
D'où venons nous? Que sommes-nous? Où allons-nous?
Paul Gauguin, 1897
Fundamentals
Fundamentals
Solve the right problem
Fundamentals
What is the goal of relationship selling?
Fundamentals
It costs 539.7% moreto land a new client
than it does to keep an existing one.
Fundamentals
1. Your customers are not money.2. Your customers are not marks.3. Your customers are not suckers.4. Your customers are human
beings who seek nothing but happiness.
WHAT IS YOUR GOAL IN LIFE?
Grow Company
Get a Great Job
Boyfriend / Girlfriend Be Healthy
Retire Early Make Money Find Soul Mate Run Faster
Spend Time w/ Family Buy A Home Get Married Run A
Marathon
why? why? why? why?
why? why? why? why?
HAPPINESSwhy? why? why? why?
You
are no one’s
goal.
Pointers
Pointers
Every client isyour only client.
Pointers• You cannot phone it in.• You cannot read email, text, or take calls.• You cannot flirt with the waitress.• You cannot pontificate.• You cannot fake expertise.
Pointers• Honesty, integrity, etc.
– When in doubt, just be honest.• On time every time.• Be nice.
– If you can’t be nice, be vague.• Nothing is a work in progress.• Avoid religion/politics/off-color jokes.
Pointers
Every relationship is long-term.
Pointers• They do not want to know about your
– Other clients– Romantic conquests– Money problems
• No, make that all problems• (But don’t take that too far)
– Plans for doing the next thing
Pointers
Listen more than you speak.
First. Class. Kicks. Ass.
Pointers
Be someone they want to be.
Pointers
You’re always selling.(Also, you’re almost never selling.)
Dorsolateral prefrontal cortex
Samuel M. McClure, Jian Li, Damon Tomlin, Kim S. Cypert, Latané M. Montague, and P. Read Montague: "Neural Correlates of Behavioral Preference for Culturally Familiar Drinks" Published in Neuron, Volume 44, Number 2, October 14, 2004, pages 379–387
Cows with names make more milk.
Bertenshaw, Catherine; Rowlinson, Peter. “Exploring Stock Managers' Perceptions of the Human-Animal Relationship on Dairy Farms and an
Association with Milk Production.” Anthrozöos: A Multidisciplinary Journal of The Interactions of People & Animals, Volume 22, Number 1, March 2009
, pp. 59-69(11).
Pointers
Pointers
Failure beats regret any day.
