Unless youve been living under a rock, youve probably heard that relationships are the most important part of business. In other words, people buy from people they know. If you want to make sales and build loyal buyers, building relationships is the way to go. Well, the relationship theory is WRONG.
Maybe, like your sales staff, you dont believe us. Okay. Think for a moment about the number of insurance agents you know. Do you do business with ALL of them? How about attorneys and real estate agents?
Of course you dont. And why dont you? After all, they are your friends. You have relationships with them.
Maybe you believe that only one friend can service you the best. Perhaps you think you dont have that much business to spread around. Or, like many of our global consulting clients, you dont want your friends knowing your personal business.
But if you took a closer look, youd realize that your buying decisions boil down to the same reason that everyone elses doesyou buy from those individuals whos companies fill your needs bestperiod.
Your sales staff probably wont be very happy to hear this news. If you spent your time kissing up, running...
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