3 Minutes Read

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…

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:

2. Sell The Way You Serve:

3. Celebrate Choice:

Quick Summary:

While transactions are a necessary part of business, they don’t have to define our relationships.

For additional insights on the “Traditional Sales Approach” versus a “Trust Relationship Approach and the Trinity of Ethical Sales try these articles:

Marla Mattenson in collaboration with ESI team
Founder & Creator of Ethical Sales Institute
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.


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