“It’s a Relationship Business” — Or Is It?

Garth Beyer

Every salesperson loves to say it: “This industry is all about relationships.”

They’re not wrong. But let’s ask this:

  1. How many calls have you made this week to nurture those so-called relationships?
    If it’s all about people, show me the activity. Show me the site visits. Show me the effort that proves you’re invested in something beyond the transaction. Outside of work, who have you emailed that you consider being in a relationship with? There’s a threshold of activity that represents a relationship – and a threshold that doesn’t. Which are you in?
  2. How many customers have you asked to be a reference?
    If it’s truly a relationship, they’d vouch for you—right? So are you asking? Are you earning that kind of trust? And how many are you asking to introduce you to someone else? That’s the real power of a relationship; it’s a connection point to another one. And what I also hear salespeople say is: “They all know each other and talk to each other.” All the more reason to ask to be introduced to someone while you’re on the phone with them, right?
  3. How often do you reach out to closed customers without asking for anything?
    Relationships aren’t built on renewal dates and upsell opportunities. They’re built on consistency, value, and genuine interest—even when there’s no deal on the table. Actually, especially when there’s no deal on the table. So, I’d love to see the numbered answer to this question for every person that says they are in a relationship industry.

Try This Instead: You’re In The Trust Business

Trust is measurable. Trust is active. Trust is earned every time you follow up without a pitch, every time you make a customer feel seen, every time you deliver value without strings attached.

So stop calling it a relationship unless you’re actually putting in the work to build one. Pick up the phone. Revisit the site. Ask for the reference. Deliver value when it’s quiet.

And if you do that consistently? You won’t just say you’re in the relationship business. You’ll prove it.

Stay Positive & That Is Why You’re Here Right? You’ve Got Something (Meaningful) To Prove

Garth Beyer
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