CHAPTER 6

Build Business Relationships

Job #1

If every instinct you have is wrong, then the opposite would have to be right.

—Jerry Seinfeld

On the television show Seinfeld, George is complaining about his life. He feels that every decision, every instinct he has, has been wrong. So, Jerry’s advice is to do the opposite. As salespeople, every instinct we have is to focus on the opportunity. Managers, after all, measure our progress by opportunity. However, if your focus with a new customer is only to find opportunities, you will fail.

Although it’s not exactly the opposite of targeting opportunity, you need to build business relationships first. Once you gain access to a customer, the focus needs to remain on the customer. Focus on the customer’s ...

Get Trust-Based Selling: Finding and Keeping Customers for Life now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.