One of the biggest mistakes I see many salespeople and professionals make is that they take a purely transactional approach to business. They reach out to their clients or customers only when there’s a transaction or an issue to deal with. They seem to think that all that’s important is that they know their stuff and that they do a good job.

The problem with this approach is that on the end of every transaction is a real person. We humans are relational beings. We thrive on relationships, not transactions.

You may do a good job for your clients, but if you don’t build a relationship with them, you’re just another service provider or vendor. In other words, forgettable and replaceable.

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