The Value of Deepened Trust Relationships in Your Business
Imagine walking into your favorite coffee shop where the barista remembers your name and your favorite drink.
It feels personal, doesn’t it?
Unlike the quick, impersonal experience at a fast-food joint.
This is the difference between a transactional relationship and a deeper connection.
In the business world, transactions are everywhere: you give money, you get a product.
But what if we told you there’s a richer, more fulfilling way to do business?
A way that actually focuses on humans over transactions.
Why Rethink Transactional Relationships?
Traditional business models focus on the exchange: I give you this, you give me that.
It’s clear-cut, professional, and often short-lived.
Think of buying a movie ticket or groceries: the experience is efficient, but lacks depth.
Yet, problems arise when we limit our business interactions to mere transactions.
By focusing only on the exchange… we ignore the value created before the relationship even starts.
Consider this: anyone can write, but not everyone can write “well.”
The skills, experience, and research behind an excellent piece of writing aren’t visible in a single transaction.
And here’s another point to ponder:
Who you hire or who you sign a deal with influences the quality of the result.
It‘s not about what’s exchanged. It’s about who’s involved.
And more importantly: it’s about the opportunity to build Trust Relationships in every sales conversation.
Consider these differences between a Traditional Sales Approach and a Trust Relationship Approach:
When we consider transactional relationships, we are looking at the various relationships in business with employees, customers, and vendors.
Transactional relationships typically…
- Lean more towards a professional demeanor
- instead of a friendly one
- The driving force is self-interest
- not necessarily mutual benefit.
- The focus and emphasis is on receiving
- rather than giving.
- Communication is mainly to maintain contact
- not necessarily to keep the other party well-informed.
- The relationship zeros in on the process or procedure,
- often sidelining the personal connection.
- The priority is on the outcome or result
- rather than the quality of the relationship itself.
- Regarding Conflict Resolution: The aim is to emerge as the victor in disputes
- rather than finding common ground.
- Relationships are based on specific agreements
- not necessarily mutual acceptance.
- Feedback: Evaluation hinges on tangible results,
- not on how parties feel about those outcomes.
We’ve Developed a New Way Forward
In our Ethical Sales Community, we concentrate on building trust – and have created a simple checklist to make that possible.
The Trinity of Ethical Sales offers a fresh perspective for heart-centered businesses.
Here’s a snapshot:
1. Humans Over Transactions:
- It’s not just about making a sale: it's about valuing human connections.
- Approach sales with the same integrity, kindness, and care you'd offer post-sale in your business.
- This builds trust quickly, and ensures that the sales conversation and service matches the promise.
2. Sell The Way You Serve:
- Forget high-pressure tactics and sales scripts.
- Keeps doors open for future interactions and leaves a lasting, positive impression.
- Lean more towards a personal demeanor
3. Celebrate Choice:
- Respect the decisions of potential clients, whether it's a "yes" or a "no."
- Keeps doors open for future interactions and leaves a lasting, positive impression.
- Our Alumni are amazed at the number of referrals they receive from prospects who said no to their offers, yet felt so connected with the practitioner they wanted to refer their friends.
Quick Summary:
While transactions are a necessary part of business, they don’t have to define our relationships.
- By looking beyond the mere exchange and valuing the humans involved, you will cultivate deeper, more meaningful connections.
- In the long run, this both boosts your bottom line and creates a fulfilling, enriched business environment for everyone.
For additional insights on the “Traditional Sales Approach” versus a “Trust Relationship Approach and the Trinity of Ethical Sales try these articles:
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Marla Mattenson in collaboration with ESI team
With a 25+ year career, Mattenson is a trailblazer in transforming sales paradigms from transactional to relational for professionals who prioritize the integrity & fulfillment of their services. She is a champion of consent-based sales.
www.instagram.com/marla.mattenson
