From our perspective there is a huge difference in defining relationship:
For sure there is a human connection in the business relationship. If your approach helps me reach my business and personal goal and makes ME successful…yours is the investment I will make. The reason I ask about all this is that we feel that relationship is used very generally and this creates a problem. If we think relationship means only on a human level as in “will other people like me” it drives behaviors. We often hear this with discounting and deal concessions, that is was done to protect the relationship. The other problem is that this lack of clear direction drives skill development for sales teams. Do we prepare them to be liked for better personal relationships, or do we prepare them to build better business relationships? Or, in the words of Jimmy Buffett; “Relationships, we all got 'em, we all want 'em, what do we do with 'em?"
We know unequivocally from Hugh Macdonald, who leads our win/loss analysis practice for clients that:
"Winners win when they show customers how they meet their needs at higher confidence and lower risk than alternatives."
As buying becomes more sophisticated and also more committee-driven, we believe the focus on business relationships is more important than ever. We need to help buyers:
When this happens, we feel making them successful will lead to better personal relationships. I don't know about you, but I like people who help me be successful!
Thoughts?