CHAPTER 7

BUILD, DON’T SELL

OK, let’s get to the good stuff: generating revenue. All of the principles and philosophies laid out in Winning the Customer up to this point are for the purpose of making money. Yes, that’s right, making money. I said it, and I’m not ashamed that I did. The reason you’re in business is to make a profit, and no matter what strategy you implement, you cannot lose sight of that endgame. The key is to do it the right way and to understand that relationships equal revenue. All of the effort you’ll expend to create an efficient structure and implement the steps required to become a great Relationship Architect is specifically aimed at utilizing those relationships you built to lead your organization to revenue growth and ...

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