<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=577820730604200&amp;ev=PageView&amp;noscript=1">

Some people (mistakenly) believe that relationship selling is dead. Some (mistakenly) believe that the only thing that matters is price.

Some of your dream clients believe that the sales organization that support them are nothing more than vendors and should be treated as such. But before we throw stones, we might want to clean the many windows that make up our glass house; some sales organizations behave like vendors and deserve to be treated as such.

What follows is a true story.

A sales organization has a longtime relationship with a client. That client company is purchased and their long time client contact’s job is in jeopardy. The acquiring company doesn’t really understand what he’s done or how he’s set up the program he runs. A big part of the reason they don’t understand what he’s done is because he collaborated with the sales organization in building something rather unique. The sales organization’s contact is in serious risk of losing his job.

But because the relationship is deep, the sales organization’s leadership assures the contact that, should the acquiring company fire him, he will have a place in their company. The sales organization’s contact is more than grateful.

But as the acquiring company assess their new acquisition, they realize the outstanding results the sales organization’s contact has produced. He shares how the sales organization did more than their part in generating those excellent results. As it turns out, the sales organization’s contact didn’t need their job. And he didn’t forget who had his back when it looked like things were going south.

After carefully reviewing the acquiring company’s business, the sales organization’s contact awarded them a number of new lines of business. This business never went to bid. There was never an RFP. No one else was even considered for the new lines of business.

Think relationships don’t matter? Think again.


Are relationships still important in sales? In business?

Maybe you couldn’t get your contact a new job in your company, but how could you help them if they were in trouble?

Have you ever had trouble penetrating a prospective client because your competitor’s relationships was so deep?

How deep are your relationships? Was that strength built on helping them tackle tough challenges?

What’s your best relationship story?

Sales 2013
Post by Anthony Iannarino on July 16, 2013

Written and edited by human brains and human hands.

Anthony Iannarino

Anthony Iannarino is an American writer. He has published daily at thesalesblog.com for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success.

Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. You can reach Anthony at thesalesblog.com or email Beth@b2bsalescoach.com.

Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at iannarino@gmail.com

ai-cold-calling-video-sidebar-offer-1 Sales-Accelerator-Virtual-Event-Bundle-ad-square
salescall-planner-ebook-v3-1-cover (1)

Are You Ready To Solve Your Sales Challenges?


Hi, I’m Anthony. I help sales teams make the changes needed to create more opportunities & crush their sales targets. What we’re doing right now is working, even in this challenging economy. Would you like some help?

Solve for Sales

Join my Weekly Newsletter for Sales Tips

Join 100,000+ sales professionals in my weekly newsletter and get my Guide to Becoming a Sales Hustler eBook for FREE!