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The Problems with Asynchronous Relationship Developing and Value Creation

Anthony Iannarino
Post by Anthony Iannarino
February 27, 2011

Some of the major problems in producing results in sales are due to problems of synchronization. Without synchronization, you lack the relationships that you need, the trust that you need, and the proof in your ability as a value creator when your dream client experiences the trigger event that is dissatisfaction.

Put First Things First, No Cramming

Trust is something that is built over time; it isn’t something that you can produce by cramming.

Relationships, real and valuable relationships, are also built over time; love at first sight may exist, but relationships are built as they are tested over time.

Establishing yourself as someone who creates value is also requires time. If you want your dream clients to think of you as a value creator, you need to create value for them over time.

Getting Synchronization Right

The diagram above shows two different scenarios. The first is synchronous. The salesperson has developed trust by developing the relationships and by creating value over time. When the trigger event that is dissatisfaction occurs, the salesperson has what they need to win at that time. They are all sync’d up!

Getting Synchronization Wrong

The bottom half of the diagram above (in red) shows the opposite. The salesperson has done nothing to develop the relationships, to develop trust, or to create value before the dissatisfaction that drives change occurs. Instead, this hapless salesperson wants to develop the relationships and the trust after the fact. What they need to do to win is out of sync.

Instead of following the natural and iron laws of sales and synchronizing the relationships and the value creation to build trust before there is ever dissatisfaction, these salespeople want to synchronize their value creation with their value claiming. They often appear to be self-centered, and they appear to be taking a short view–even if it isn’t true.

The problem with trying to develop the relationships that you need to win after your dream client is dissatisfied is that you haven’t built the foundation of trust. You also haven’t proven that yourself as a value creator, as someone who can help your dream client take their business results to the next level.

It’s also certain that you haven’t done the deep diagnosis that will allow you to tie your solution to the value it creates, and that instead, you will end up selling on price—or losing to someone who was in sync with the demands of selling effectively.

This little image shows you small value creating events that occur before your dream client ever experiences dissatisfaction. After you are chosen to help them produce breath-taking, jaw-dropping, earth-shattering results, you create a massive amount of value.


Why does the order in which we create trust, develop relationships, and create value matter to winning opportunities?

How do you synchronize your sales efforts with the iron laws of sales and the strict rules of creating trust?

How does what you do before the sales or buying cycle begin impact the results that you produce once they do begin?

Sales 2011
Post by Anthony Iannarino on February 27, 2011
Anthony Iannarino
Anthony Iannarino is a writer, an author of four books on the modern sales approach, an international speaker, and an entrepreneur. Anthony posts here daily.
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