MoneyWatch

Sales Relationships In Tough Times

By Geoffrey James

Updated on: January 3, 2009 / 9:39 AM EST / MoneyWatch

by Jerry Acuff

You don't need to be Warren Buffet to predict that we are in for some rocky economic times. However, while hard times create challenges, they also create opportunities for sales professionals who know how to take advantage of the situation.

Here's my view. Few things matter more in times like these than having as many high-quality business relationships as possible. They are valuable to our work for our employer, valuable with our clients, valuable with our banker, and especially valuable if we are looking for a job or trying to help someone else find one.

The ways to use valuable business relationships are limited only by your situation and your creativity. And that raises the real questions:

How many high quality valuable business relationships do you really have?
What do you do about it right now - today - If you don't have enough?

The best way to determine how many quality relationships you have is take a moment and write down the names of everyone you know who (without a doubt) would go the extra 3 miles (not just the extra mile) to help you if you needed it.

Don't bother listing the people who like you or are friendly with you, just the people whom you are absolutely certain would go to bat for you if you were down and almost out. If that list isn't what you need it to be (and only you will know whether that's the case) then you MUST create a list of people you'd like to be on your "extra 3 miles" list and figure out how to create value for them...as soon as you possibly can.

Find out what those prospective friends value by getting them to talking about themselves. Find out what they need or how you can help them and then do it! For example, if you've got a colleague who needs to connect to with a certain individual - figure out how to put the two of them in touch!

The best way to develop these relationships is to help people when they are not expecting it. So don't wait until they are asking for your help. Find ways to help them NOW!

Here's the rule: if you might want or need help in the future, then help that person today, in the present. But remember this...we cannot help someone unless we know what he or she is trying to accomplish. So always ask questions that will flush their "wants" out.

Relationships can be your life raft in a sea of economic trouble but ONLY if you have enough of them and with the right people to keep that raft afloat and moving forward. That's what I call "The Relationship Edge."

BIO: Jerry Acuff is the author of The Relationship Edge in Business: Connecting with Customers and Colleagues when It Counts (Wiley, 2004) and president of Delta Leadership Group, a Scottsdale, Arizona-based consultancy that helps companies find new ways to market products.

Note from Geoffrey James: From time to time, I like to include guest posts from some of the world's leading sales experts. I've interviewed Jerry several times in the past and he's a top-notch guy, and also a lot of fun to talk with. Very high energy and full of excellent advice and perspective! A great way to start the New Year!