We often talk about how important relationships are in business, especially in sales, but how do we know if the relationships we have with our customers and colleagues are truly substantive ones? It seems that many, including sales people, often confuse being friendly with someone as being the same as having a business relationship. Though friendships may develop, at times they can be considered obstacles to doing business. I’ve heard reps say, “I don’t want to ruin my relationship with …by asking for more business.” This confuses me…because sales people are paid to sell, not to develop friendships.
It seems what is needed is a good way to measure how substantial a business relationship is. At Delta Point, we feel valuable business relationships possess 3 attributes, identified with 1 word, AIR, A-I-R which refers to Access, Impact, and Results. Similar to a hot air balloon, AIR can lift the value of your relationships.
Access is easy to judge. If you have access to your customer when you need it, then that is an indication that this person values you and what you bring to the table. What you say and do has to have an Impact. This means that you have the ability to influence that person, to affect what they buy and how they view and position what you are selling. Results are another way of measuring your influence and impact. When you have a solid business relationship, then you have the results to compliment the level of this relationship. Your customer can do things proactively to help you succeed.
AIR can help you evaluate how substantial your relationship is. In a meaningful business relationship, both parties find value in the other. The fear of ruining a friendship by “asking for the business” should not enter the equation, for through developing the relationship, the business and the right to ask for it would have been earned. It is a natural consequence of being considered a valued business partner. Developing substantial business relationships with those people who can help you succeed should be part of your business plan. AIR will help you judge how much you have succeeded and can serve as a guideline to see where you may need to develop further.
Defining a Good Business Relationship
We often talk about how important relationships are in business, especially in sales, but how do we know if the relationships we have with our customers and colleagues are truly substantive ones? It seems that many, including sales people, often confuse being friendly with someone as being the same as having a business relationship. Though friendships may develop, at times they can be considered obstacles to doing business. I’ve heard reps say, “I don’t want to ruin my relationship with …by asking for more business.” This confuses me…because sales people are paid to sell, not to develop friendships.
It seems what is needed is a good way to measure how substantial a business relationship is. At Delta Point, we feel valuable business relationships possess 3 attributes, identified with 1 word, AIR, A-I-R which refers to Access, Impact, and Results. Similar to a hot air balloon, AIR can lift the value of your relationships.
Access is easy to judge. If you have access to your customer when you need it, then that is an indication that this person values you and what you bring to the table. What you say and do has to have an Impact. This means that you have the ability to influence that person, to affect what they buy and how they view and position what you are selling. Results are another way of measuring your influence and impact. When you have a solid business relationship, then you have the results to compliment the level of this relationship. Your customer can do things proactively to help you succeed.
AIR can help you evaluate how substantial your relationship is. In a meaningful business relationship, both parties find value in the other. The fear of ruining a friendship by “asking for the business” should not enter the equation, for through developing the relationship, the business and the right to ask for it would have been earned. It is a natural consequence of being considered a valued business partner. Developing substantial business relationships with those people who can help you succeed should be part of your business plan. AIR will help you judge how much you have succeeded and can serve as a guideline to see where you may need to develop further.
