Unless you’ve been living under a rock, you’ve probably heard that “relationships are the most important part of business.” In other words, people buy from people they know. If you want to make sales and build loyal buyers, building relationships is the way to go. Well, the relationship theory is WRONG.
Maybe, like your sales staff, you don’t believe us. Okay. Think for a moment about the number of insurance agents you know. Do you do business with ALL of them? How about attorneys and real estate agents?
Of course you don’t. And why don’t you? After all, they are your friends. You have relationships with them.
Maybe you believe that only one friend can service you the best. Perhaps you think you don’t have that much business to spread around. Or, like many of our global consulting clients, you don’t want your friends knowing your personal business.
But if you took a closer look, you’d realize that your buying decisions boil down to the same reason that everyone else’s does