Building a business is about building relationships–we need our customers, clients, colleagues and vendors in order to have a thriving, growing business. There is a difference, however, in sales and networking–and trying to manipulate another person into doing what we want them to. No matter how much “cultivation” we do, this is not going to make it so that we can control and dictate what these other people do.
Not being able to manipulate others into doing what we want does NOT mean that we are bad salespeople or not good at building relationships. It is that very idea that sales equal manipulation that can give salespeople such a bad reputation. In fact, the more we understand that we are building relationships with free-thinking, independent, and self-determined individuals, the more we can make healthy choices in how we sell our businesses. We can put the focus on the facts, and on how we can be helpful and meet the needs of our customers, clients, prospects and colleagues instead of trying to force them into doing what we want. We are not going to be able to make that happen anyway.
Other people can tell when we are being genuine, and when we are just trying to “get something out of them.” If I am trying to really sell something to someone who does not necessarily need it or know if he or she wants it, he or she will figure it out and be either offended or annoyed. Either way, the business relationship is not going to develop or I might not only lose the sale, but my reputation could also be affected. Detach from manipulation and focus, instead, on listening and responding with honesty and integrity, and the relationships will be more apt to evolve into solid business relationships.