Published on March 14, 2014
Driving Business Through the Lens of Relationships The Lens of Relationships The Advantage: Differentiation Generate Stronger ROI More Opportunity
Relationship Capital The Individual & Corporate Value of Who You Know: – Clients/Customers – Suppliers/Service Providers – Associations – Employees – All Relationships Few Businesses assess or leverage The Relationship Wheel You
Relationships MARKETING CLIENTS SALES OPERATIONS Relationships, Not Selling • Today’s products are often interchangeable • Relationships are unique • Decisions are driven by emotion
Relationships Selling CollaborateCollaborateCollaborateCollaborate ConvinceConvinceConvinceConvince Warm Introductions & Relationships Networking Differentiated Crowded Field Who What Solutions Needed Solutions Sold Passion Capability Relationships are about generosity, trust and respecting another’s reality. Shift your Thinking MarketingMarketingMarketingMarketing ++++ SalesSalesSalesSales MarketingMarketingMarketingMarketing ++++ RelationshipsRelationshipsRelationshipsRelationships
Relationships Create More Opportunity • Relationships beget trust • Trust begets introductions • Introductions beget opportunity The Trust Formula Trust =Trust =Trust =Trust = F ExperienceExperienceExperienceExperience ++++ Quality CommunicationQuality CommunicationQuality CommunicationQuality Communication + Time+ Time+ Time+ Time Perceived RiskPerceived RiskPerceived RiskPerceived Risk
Referrals Referrals are proactive, not reactive – Begin with WHO • Focus on the 20% that equal 80% – Have a WHY • Solutions that respect relationships between you & your client and between your client & your target – Make the HOW easy • Here’s Who • Here’s the Why • May I use your name? Old School: Funnel Focus on Transactions SuspectSuspectSuspectSuspect ProspectProspectProspectProspect QualifiedQualifiedQualifiedQualified ProposalProposalProposalProposal CloseCloseCloseClose
New School: Relationship Megaphone Focus on Relationships Existing RelationshipsExisting RelationshipsExisting RelationshipsExisting Relationships Stronger RelationshipsStronger RelationshipsStronger RelationshipsStronger Relationships Aspirational RelationshipsAspirational RelationshipsAspirational RelationshipsAspirational Relationships Business OpportunitiesBusiness OpportunitiesBusiness OpportunitiesBusiness Opportunities Effective RelationshipEffective RelationshipEffective RelationshipEffective Relationship ManagementManagementManagementManagement Use the Relationship Megaphone • Leverage relationships to know what works. • Strengthen relationships with generosity & transparency. • Ask for help to connect with desired relationships. • Systemize your relationship management. • Develop specific relationship plans.
Thank you! Ken Cook kcook@WhoToWho.com 617.512.1838 www.HowToWho.com Copyright Synectics, Inc. Used with permission “My map feels certain – How could I not be right?”
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