One of the big mistakes that people in sales talk about is trusted advisor or I have a great

relationship with a champion. But do we really know what that means? On the

trusted advisor, do they trust you? Meaning that do they feel you have their

interest above your own that selling the product isn't the top priority.

It's helping them solve a particular problem.

And if you can't, you help them find somebody who can.

Seems a little counterintuitive, but it actually has an amazing effect.

They often become more interested.

And why?

Why can't you help me?

The other part is the relationship. Now this people don't really understand because every salesperson

100% thinks they have great relationships.

But it doesn't matter what we think it matters what they think and the simple

litness test for that is do they want to talk with you? Do they reply to you? Do they take your calls? Do they cooperate? And not only to just cooperate,

divulge. Maybe even say things that they shouldn't. I always characterize

this relationship as partner in crime. Not crime in a pejorative sense but that relationship that you have with

somebody where you're both trying to fight for the good fight. Get what really needs to be done at the company despite

the company's resistance to it. Not proactive resistance, but just passive resistance. And that was the type of relationship

that I always wanted because I knew if I had it I would know how real the deal is.

If you don't have it, you may not be in the lead.

Your competitor might have that relationship with the client.

And how do you build it?

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