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Building Business through The Lens of Relationships
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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
& RelationshipsNetworking
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 Communication Quality Communication Quality Communication Quality 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
617.512.1838
www.HowToWho.com
Copyright Synectics, Inc. Used with permission
“My map feels certain – How could I not be right?”
