Sales Professionals Build Healthy And Meaningful Relationships, Are You?

#sellingfromtheheart larry levine meaningful client relationships sales leaders sales professionals sales rep sellingfromtheheartblog Jul 05, 2021
Sales Professionals Build Healthy And Meaningful Relationships, Are You?
"Business happens over years and years. Value is measured in the total upside of a business relationship, not by how much you squeezed out in any one deal."
Mark Cuban

According to Gallup, an analytics and advisory company, competing on price is a losing (and unnecessary) strategy to earn business. Instead, building business relationships is the X-factor for winning more business.

Therefore, if you want client relationships, crave relationships and this means something to you, then you must be direct and intentional about it.

Relational business matters and your social capital has now become one of your most precious assets.

The late great Zig Ziglar said, “If they like you, they will listen to you. If they trust you, they will do business with you.”

Relationships create loyalty, relationships create partnerships and relationships create referrals.

I'm here to inform all those in sales... just because people buy something from you and then you occasionally "check-in" with them, does not constitute a relationship.

Think about the following and let it sink in for a moment...

Transactional conversations lead to transactional relationships, which will always be replaced by a better transactional conversation.

A healthy relationship is when two people develop a connection based on:

  • Mutual respect
  • Trust
  • Honesty
  • Support
  • Fairness
  • Love
  • Good communication

Relationships are a necessary part of healthy living, but there is no such thing as a perfect relationship. Relationships take time, effort, patience, respect, giving and caring.

Client relationships are a necessary part of a healthy business.

In healthy relationships you:

  • Can express yourselves to one another without fear of consequences
  • Trust each other
  • Are honest with each other
  • Maintain and respect each other
  • Feel secure and comfortable

Stop and think for a moment... What makes a great client business relationship?

I'm deeply concerned that the concept of a client business relationship has become lost inside the sales world.

There's minimal, insignificant depth and genuine meaning. The walk doesn't match the talk.

What many in sales think is a relationship, may not be what it really is.

I believe that before anyone in sales throws the phrases, "We have great client relationships" or "We love our clients" on the business table and out into the community, they should give some serious thought as to what it really means to them and how they will execute on it.

“So, get to know your customers. Humanize them. Humanize yourself. It’s worth it.”
Kristin Smaby


Marcus Lemonis is a self-made millionaire, the host of the CNBC show "The Profit" and the CEO of Camping World. He refuses to believe business isn't personal and has often been quoted, “This idea that business isn’t personal is total BS. Business is personal,”

He goes onto to say, “I’m a big believer that in business, consumers will rally around a cause or a story or some personal connection that they have,” - “People like to do business with people. It’s OK that you amplify who you are, that’s how I make a connection with you [as a consumer].”

I encourage all you to hone in on personal...

  • Be Authentic - The foundation of trust is authenticity.
  • Serve first - Be on the lookout to serve even if it doesn't pay off for you.
  • Your clients are humans, not numbers - Listen to them and learn from them.
  • Make it personal - Surprise and delight your clients

It's time to wake up and stop taking advantage of your most precious asset, your clients!

I'm massively concerned with the weak relational skill set that many have in sales.

It is unfortunate and why I believe many of you are babysitting (at best) your customers until someone else comes along who truly values what it means to be in a business relationship.

"Truth is in the eye of the beholder"


True professionals build meaningful relationships with their clients. They get it! To build meaningful relationships, they understand as humans we crave and value relationships.

Credibility and true meaning provide:

  • Connectivity (knowing we're in this together)
  • Support (knowing we're helping each other)
  • Validation (knowing we feel the same way)

Relationships are a part of human nature. It's wired in our DNA.

"The more you give, ultimately the more you receive."

Are you personally engaging with your clients?

Are you authentically investing in building meaningful relationships?


Just like a marriage, businesses that are built around partnerships tend to have a better chance of success than those that aren’t.

Care and compassion are how we connect

Compassion helps forge strong bonds. Letting your clients know that you will be with them every step of the way, no matter what, can go a long way in the success of any business partnership.

Meaningful relationships are built on transparency.

Being compassionate requires trying to understand things from the other person’s point of view before reacting.

According to the American Psychological Association, "about 40 to 50 percent of married couples in the United States divorce."

What are you doing right now to ensure your client relationships don't end in a divorce?

Marriage problems are relationship problems, they are the result of how two people interact with each other. You may abandon a troubled marriage, but you will still bring the way you interact with others along with you.
Mark Gungor, Laugh Your Way to a Better Marriage

Think of the following relationship equation with every one of your clients.

Engage + Excite/Conversation x Caring = Meaningful relationship

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