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Contrary to popular belief, effective selling does not start with mastering your elevator pitch. Instead, we believe it starts with learning the fundamentals of authentic relationship building. How do you genuinely connect with people in a way that dismantles their apprehension and establishes a level of trust and confidence in your ability to add value to their organization?

In this week’s blog, we are going to share a few tips that will help you achieve this:

  • Start by focusing your attention to your prospective client and their business – This requires that you do your research. Most companies, especially publicly-traded companies, publish their annual reports each year. You can find a lot of information about the company’s strategic goals and objectives, challenges, industry trends, etc. just by reading this one document.
  • Take the information you learn and brainstorm how you can add value as a strategic partner – There’s a difference between being a company’s vendor and its strategic partner. The business relationship with a vendor is very transactional. You provide a service or product, you get paid for that service or product, nothing more, nothing less. A business relationship with a strategic partner is centered on value creation. By applying the information you learn about your prospective clients’ organizations, you can easily identify some ways to add relevant value to their organizations.
  • Position yourself as a resource – By completing the first two steps, you’re ready to engage with your prospective client in a way that differentiates you from others. You don’t want to spill out everything you’ve learned in the first email nor do you want to come off aggressive and arrogant. Instead, position yourself as a resource to that prospective client. Communicate what you know about their business – you can highlight an industry challenge they’re facing or even a strategic goal that they’re trying to achieve. Your goal is to mention it and share how you can help them. This is where you can share a little more about your company, but remember brevity is your best friend. Close with an emphasis on your willingness to help and let them respond to you.


Next week, we’re going to talk about the mighty sales pitch. If you have specific questions regarding this topic, please email them to us at We will answer any questions on next week’s blog! In the meantime, if you need help executing these tips, that’s what we’re here for! Click here to schedule your free consultation today!