Virtually everyone agrees when I suggest breaking down a sales pro’s list of action items as follows:
- 10% are Critical
- 30% are Important
- 60% are merely Necessary
Think of “Necessary” items as plumbing. Things that every sales rep must, can and does execute fairly well. Things that are “entry stakes.” Things that, if they’re lacking, summarily disqualify someone from even getting a sales job in the first place. Things that have no earthly chance of creating even the slightest amount of differentiation. With me so far?
The ability to nurture strong business relationships is merely “Necessary.”
Maybe in the past it did, but it no longer rises to the level of “Important,” much less “Critical.” A strong business relationship is an effect. A sales rep earns it by consistently delivering tangible, quantifiable value to a customer.
It is most certainly not a cause. Having a strong business relationship does not cause the delivery of tangible, quantifiable value to a customer. If I tried to convince you that a relationship automatically generates business value, you’d call me an idiot. Wouldn’t you?
So why would you embarrass yourself by saying that relationships are THE key to sales success?
“Build Relationships” is not one of your critical action items. ”Build Relationships” is not even one of your important action items. You betcha’ though, “Build Relationships” is surely necessary.
Please stop. Please stop deluding yourself by exulting it’s importance as the cause of your success. Or even worse, depending on it to bring you success.
Create value. That is critical. The relationships will follow – automatically. And relationships are also necessary to replicate your successes.
