Driving Business

Through the

Lens of Relationships

The Lens of Relationships

The Advantage:

� Differentiation

�Generate Stronger ROI

�More Opportunity

Relationship Capital

The Individual & Corporate Value of Who You Know:

– Clients/Customers

– Suppliers/Service Providers

– Associations

– Employees

– All Relationships

Few Businesses assess or leverage

The Relationship Wheel

You

Relationships

MARKETING

CLIENTS

SALES

OPERATIONS

Relationships, Not Selling

• Today’s products are

often interchangeable

• Relationships are unique

• Decisions are driven by

emotion

Relationships Selling

CollaborateCollaborateCollaborateCollaborate ConvinceConvinceConvinceConvince

Warm Introductions

& RelationshipsNetworking

Differentiated Crowded Field

Who What

Solutions Needed Solutions Sold

Passion Capability

Relationships are about generosity,

trust and respecting another’s reality.

Shift your Thinking

MarketingMarketingMarketingMarketing

++++

SalesSalesSalesSales

MarketingMarketingMarketingMarketing

++++

RelationshipsRelationshipsRelationshipsRelationships

Relationships Create

More Opportunity

• Relationships beget trust

• Trust begets introductions

• Introductions beget opportunity

The Trust Formula

Trust = Trust = Trust = Trust = F

ExperienceExperienceExperienceExperience + + + +

Quality Communication Quality Communication Quality Communication Quality Communication

+ Time+ Time+ Time+ Time

Perceived RiskPerceived RiskPerceived RiskPerceived Risk

Referrals

Referrals are proactive, not reactive

– Begin with WHO

• Focus on the 20% that equal 80%

– Have a WHY

• Solutions that respect relationships

between you & your client and

between your client & your target

– Make the HOW easy

• Here’s Who

• Here’s the Why

• May I use your name?

Old School: Funnel

Focus on Transactions

SuspectSuspectSuspectSuspect

ProspectProspectProspectProspect

QualifiedQualifiedQualifiedQualified

ProposalProposalProposalProposal

CloseCloseCloseClose

New School: Relationship Megaphone

Focus on Relationships

Existing RelationshipsExisting RelationshipsExisting RelationshipsExisting Relationships

Stronger RelationshipsStronger RelationshipsStronger RelationshipsStronger Relationships

Aspirational RelationshipsAspirational RelationshipsAspirational RelationshipsAspirational Relationships

Business OpportunitiesBusiness OpportunitiesBusiness OpportunitiesBusiness Opportunities

Effective RelationshipEffective RelationshipEffective RelationshipEffective Relationship

ManagementManagementManagementManagement

Use the Relationship Megaphone

• Leverage relationships to know what

works.

• Strengthen relationships with generosity & transparency.

• Ask for help to connect with desired

relationships.

• Systemize your relationship management.

• Develop specific relationship plans.

Thank you!

Ken Cook

kcook@WhoToWho.com

617.512.1838

www.HowToWho.com

Copyright Synectics, Inc. Used with permission

“My map feels certain – How could I not be right?”