{"id":7925,"date":"2025-08-12T17:14:44","date_gmt":"2025-08-12T21:14:44","guid":{"rendered":"https:\/\/distributionstrategy.com\/?p=7925"},"modified":"2026-09-07T16:04:19","modified_gmt":"2026-09-07T20:04:19","slug":"you-think-your-sellers-are-good-at-relationships-but-are-they-really","status":"publish","type":"post","link":"https:\/\/distributionstrategy.com\/2025\/08\/you-think-your-sellers-are-good-at-relationships-but-are-they-really\/","title":{"rendered":"You Think Your Sellers Are Good at Relationships \u2013 But Are They Really?"},"content":{"rendered":"<p>Ask any distribution CEO or sales leader how their team is doing with relationships, and you\u2019ll likely hear confident answers.<\/p>\n<p><!--more--><\/p>\n<ul>\n<li><em>\u201cOur salespeople are great at building rapport.\u201d<\/em><\/li>\n<li><em>\u201cWe\u2019ve got strong connections with our accounts.\u201d<\/em><\/li>\n<li><em>\u201cOur account managers know their clients inside and out.\u201d<\/em><\/li>\n<\/ul>\n<p>The salespeople will, of course, confirm this. They don\u2019t need help here.<\/p>\n<p>But press a little further and ask <em>how<\/em> those relationships are built, what framework guides them, and how they\u2019re coached or measured, and the confidence starts to crack.<\/p>\n<p>Because the truth is, most salespeople don\u2019t have a purposeful plan for building business relationships. They have instincts. They may have charm. They have access and some awareness. But they don\u2019t have a system. And they don\u2019t pressure test it.<\/p>\n<p>And that\u2019s a problem. Especially for a vertical industry where relationships are so important.<\/p>\n<h2>Peeling the Onion: What Sellers Say vs. What They Know<\/h2>\n<p>Let\u2019s look at a few real-world scenarios that play out every day in sales organizations:<\/p>\n<ul>\n<li><strong>Sales Manager<\/strong>: <em>\u201cHow\u2019s your relationship with ACME Industrial\u2019s VP of Ops?\u201d<\/em><\/li>\n<li><strong>Account Manager<\/strong>: <em>\u201cOh, we\u2019re in a great spot. She really likes me.\u201d<\/em><\/li>\n<li><strong>Sales Manager<\/strong>: <em>\u201cGreat. What are her top goals this quarter?\u201d<\/em><\/li>\n<li><strong>Account Manager<\/strong>: <em>\u201cUh\u2026 I think she\u2019s focused on efficiency.\u201d<\/em><\/li>\n<li><strong>Sales Manager<\/strong>: <em>\u201cWhat\u2019s she struggling with?\u201d<\/em><\/li>\n<li><strong>Account Manager<\/strong>: <em>\u201cNot sure. She hasn\u2019t said.\u201d<\/em><\/li>\n<li><strong>Sales Manager<\/strong>: <em>\u201cWhat\u2019s her passion project right now?\u201d<\/em><\/li>\n<li><strong>Account Manager<\/strong>: <em>\u201cI\u2019m sorry\u2026 no idea.\u201d<\/em><\/li>\n<\/ul>\n<p>Or this one:<\/p>\n<ul>\n<li><strong>Sales Manager:<\/strong> <em>\u201cYou said you\u2019ve got a strong relationship with their CFO. What makes it strong?\u201d<\/em><\/li>\n<li><strong>Account Manager: <\/strong><em>\u201cOh, we\u2019ve worked together for years now. He always takes my calls.\u201d<\/em><\/li>\n<li><strong>Sales Manager:<\/strong> <em>\u201cDoes he see you as a strategic partner or a vendor?\u201d<\/em><\/li>\n<li><strong>Account Manager:<\/strong> <em>\u201cI think partner\u2026?\u201d<\/em><\/li>\n<li><strong>Sales Manager:<\/strong> <em>\u201cWhat value have you added that he\u2019s confirmed?\u201d<\/em><\/li>\n<li><strong>Account Manager:<\/strong> <em>\u201cWell\u2026 we\u2019ve had some good conversations.\u201d<\/em><\/li>\n<\/ul>\n<p>These aren\u2019t isolated cases. They\u2019re symptoms of a broader issue: We\u2019ve confused being likable or known with being valuable. We\u2019ve mistaken access for trust. And we\u2019ve assumed that relationships just \u201chappen\u201d if you\u2019re good at talking with people or delivering product that they need.<\/p>\n<p>These things <em>are<\/em> all pieces of the puzzle, but they are not the whole puzzle. Nor do they signify a deep, trusted relationship that differentiates you or shields your company from competitors.<\/p>\n<h2>The Relationship Gap: What Sellers Think vs. What Customers Feel<\/h2>\n<p><figure id=\"attachment_7926\" aria-describedby=\"caption-attachment-7926\" style=\"width: 2560px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/What-Buyers-Expect-and-Get-scaled-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-7926 size-full\" src=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/What-Buyers-Expect-and-Get-scaled-1.png\" alt=\"\" width=\"2560\" height=\"1046\" srcset=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/What-Buyers-Expect-and-Get-scaled-1.png 2560w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/What-Buyers-Expect-and-Get-scaled-1-300x123.png 300w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/What-Buyers-Expect-and-Get-scaled-1-1024x418.png 1024w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/What-Buyers-Expect-and-Get-scaled-1-768x314.png 768w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/What-Buyers-Expect-and-Get-scaled-1-1536x628.png 1536w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/What-Buyers-Expect-and-Get-scaled-1-2048x837.png 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/a><figcaption id=\"caption-attachment-7926\" class=\"wp-caption-text\">[Click the image to view a larger version.]<\/figcaption><\/figure>This disconnect isn\u2019t just anecdotal\u2014it\u2019s backed by data.<\/p>\n<ul>\n<li>A recent Gartner study found that only <strong>23% of B2B buyers<\/strong> said sellers helped them navigate their buying journey. That\u2019s not just a product problem\u2014it\u2019s a relationship problem.<\/li>\n<li>CSO Insights reported that <strong>only 33% of sales organizations<\/strong> have a formal relationship-building methodology (meaning, of course, that <strong>67% do not<\/strong>).<\/li>\n<li>According to Dun &amp; Bradstreet, \u201cRelationships are the longest-standing, most proprietary differentiator for any company,\u201d yet most organizations fail to observe changes in relationships until it\u2019s too late.<\/li>\n<li>Strategic accounts represent a disproportionate share of revenue, yet <strong>51% of companies that prioritize only spend <\/strong>when determining key accounts are less likely to see increased revenue. It\u2019s about more than the dollars, by themselves.<\/li>\n<\/ul>\n<p>We\u2019ve spent decades training sellers about product knowledge and selling skills. But building strategic, durable relationships that can survive market cycles, leadership turnover, and changing buyer priorities? That has been left largely to chance. Some do excel. Many do not. And that isn\u2019t a sound strategy.<\/p>\n<h2>The Case for Intentional Relationship Development<\/h2>\n<p>Here\u2019s the paradox:<\/p>\n<blockquote>\n<p style=\"text-align: center;\"><strong>Relationships are known to be the most durable competitive advantage in sales, yet they\u2019re often the least formally developed.<\/strong><\/p>\n<\/blockquote>\n<p>We train sellers on discovery. We train them in negotiation. We train how to resolve concerns. But when it comes to building deep trust, uncovering what truly drives a buyer, and becoming a strategic partner\u2014we assume or hope that sellers will just figure it out.<\/p>\n<p>That hope is expensive. It costs deals. It costs growth opportunities. And it costs influence, in the accounts that matter most.<\/p>\n<p>The good news is that strategic relationship-building skills aren\u2019t a mystery. They can be taught. They can be scaled across an organization. And they can be measured\u2014if you apply the right framework and make them \u201chow we do things around here.\u201d<\/p>\n<h3>A Proven Framework for Lasting Relationships<\/h3>\n<p>In his book <a href=\"https:\/\/www.amazon.com\/Business-Relationships-That-Last-Performing-ebook\/dp\/B0097K92SA\/\"><em>Business Relationships That Last<\/em><\/a>, author, speaker, and relationship expert <a href=\"https:\/\/www.linkedin.com\/in\/edwallace007\/\">Ed Wallace<\/a> lays out a structured, human-centered approach to transforming business contacts into enduring, high-performing relationships. It\u2019s not about being charming. His model replaces \u201cwinging it\u201d with intentionality.<\/p>\n<p>Let\u2019s explore some of the core principles.<\/p>\n<h3>Relational GPS<sup>\u00ae<\/sup>: Know What Drives Them<\/h3>\n<p>Every business relationship is powered by three things:<\/p>\n<ul>\n<li><strong>Goals:<\/strong> What they\u2019re trying to achieve professionally or personally.<\/li>\n<li><strong>Passions:<\/strong> What energizes them\u2014inside or outside of work.<\/li>\n<li><strong>Struggles:<\/strong> The challenges they face that you might help alleviate.<\/li>\n<\/ul>\n<p>Most sellers stop at surface-level goals. They know the KPIs, the budget cycles, and the org chart. But they don\u2019t dig into what really matters to the person behind the title.<\/p>\n<p>Relational GPS is about empathy, relevance, and value alignment. It\u2019s the difference between selling to a role and partnering with a human.<\/p>\n<p><strong>Sidebar:<\/strong> Another alignment between what I teach and Ed\u2019s principles is understanding, delivering, communicating, and confirming receipt of value from your customer\u2019s perspective\u2014which I call Value Drivers.<\/p>\n<p><figure id=\"attachment_7927\" aria-describedby=\"caption-attachment-7927\" style=\"width: 1540px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Value-Drivers-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-7927 size-full\" src=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Value-Drivers-1.png\" alt=\"\" width=\"1540\" height=\"799\" srcset=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Value-Drivers-1.png 1540w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Value-Drivers-1-300x156.png 300w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Value-Drivers-1-1024x531.png 1024w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Value-Drivers-1-768x398.png 768w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Value-Drivers-1-1536x797.png 1536w\" sizes=\"auto, (max-width: 1540px) 100vw, 1540px\" \/><\/a><figcaption id=\"caption-attachment-7927\" class=\"wp-caption-text\">[Click the image to view a larger version.]<\/figcaption><\/figure>Again, it\u2019s all about understanding the other person and aligning with them in ways that most salespeople from your competitors will not.<\/p>\n<h3>CIA: Build Trust That Sticks<\/h3>\n<p>Trust isn\u2019t just a feeling. It\u2019s a consistent pattern of behavior. Wallace\u2019s CIA model breaks it down into three essential traits:<\/p>\n<ul>\n<li><strong>Credibility:<\/strong> Demonstrated expertise and reliability.<\/li>\n<li><strong>Integrity:<\/strong> Consistency in values and actions.<\/li>\n<li><strong>Authenticity:<\/strong> Being genuine and transparent\u2014no hidden agendas.<\/li>\n<\/ul>\n<p>These qualities aren\u2019t just nice-to-have moral virtues; they are competitive differentiators that determine whether a buyer listens to you or your competitor.<\/p>\n<p><strong>Sidebar:<\/strong> This is not something in Ed\u2019s book, but I\u2019ve always appreciated how this aligns with what I refer to as The Human Differentiators.<\/p>\n<p><a href=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Human-Differentiators-scaled-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-7928\" src=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Human-Differentiators-scaled-1.png\" alt=\"\" width=\"2560\" height=\"1228\" srcset=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Human-Differentiators-scaled-1.png 2560w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Human-Differentiators-scaled-1-300x144.png 300w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Human-Differentiators-scaled-1-1024x491.png 1024w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Human-Differentiators-scaled-1-768x368.png 768w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Human-Differentiators-scaled-1-1536x737.png 1536w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Human-Differentiators-scaled-1-2048x982.png 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/a><\/p>\n<h3>Worthy Intent: Lead With Other-Centric Purpose<\/h3>\n<p>This is the mindset shift that separates relational leaders from transactional ones. Worthy Intent means:<\/p>\n<ul>\n<li><strong>Helpful:<\/strong> Approaching relationships with a sincere desire to help.<\/li>\n<li><strong>Other-centric:<\/strong> Prioritizing the other person\u2019s success, not just your own.<\/li>\n<li><strong>Intentional\/Mutual:<\/strong> Being intentional about creating mutual value.<\/li>\n<\/ul>\n<p>In <a href=\"https:\/\/modernsalesfoundations.com\/modern-sales-foundations\/\" target=\"_blank\" rel=\"noopener\">Modern Sales Foundations<\/a>, I teach that \u201cbuyer-centric\u201d means operating in your buyers\u2019 and customers\u2019 best interests. It\u2019s what makes your actions feel trustworthy and your advice welcome. It\u2019s part of what turns a transactional seller into a trusted partner.<\/p>\n<h3>The Relational Ladder: Move Up, Not Just In<\/h3>\n<p>Wallace introduces a five-step progression for deepening relationships:<\/p>\n<ol>\n<li><strong>Establish Common Ground: <\/strong>Find shared interests or experiences.<\/li>\n<li><strong>Display Worthy Intent: <\/strong>Show you\u2019re invested in their success.<\/li>\n<li><strong>Communicate Personal Value: <\/strong>Offer insights or help that matters.<\/li>\n<li><strong>Elevate the Relationship: <\/strong>Move from vendor to trusted advisor.<\/li>\n<li><strong>Partner for Success: <\/strong>Collaborate toward shared outcomes.<\/li>\n<\/ol>\n<p>Each rung supports the next. Skip one and the relationship lacks stability. Climb them intentionally and you create something resilient.<\/p>\n<h2>Common Pitfalls in Relationship Building<\/h2>\n<p>Even with the best intentions, sellers often fall into traps that undermine their efforts to build strategic relationships. Here are some of the most common pitfalls:<\/p>\n<ul>\n<li><strong>Mistaking Friendliness for Trust<\/strong>: Being likable is important, but it\u2019s not the same as being trustworthy or delivering value. Trust is earned through consistent actions, showing worthy intent, and delivering value (from the customer\u2019s perspective).<\/li>\n<li><strong>Relying Solely on Product Knowledge<\/strong>: Knowing your product inside and out is essential, but it\u2019s not enough to build a relationship. Sellers need to understand the buyer\u2019s goals, passions, and struggles. <strong>Sidebar:<\/strong> I expand this to COIN-OP in Modern Sales Foundations (Challenges, Opportunities, Impacts, Needs, Outcomes, Priorities), but the concept is the same.<\/li>\n<li><strong>Skipping Steps on the Relational Ladder<\/strong>: Trying to jump straight to \u201ctrusted advisor\u201d without establishing common ground or demonstrating worthy intent can backfire.<\/li>\n<li><strong>Focusing on Short-Term Gains<\/strong>: Building \u201crelationships\u201d with the sole aim of closing a deal (often referred to as \u201crapport\u201d) can lead to transactional interactions that don\u2019t foster long-term trust.<\/li>\n<li><strong>Neglecting Follow-Up<\/strong>: Relationships require ongoing effort and attention. Failing to follow-up or follow-through after meetings or milestones can erode trust and credibility.<\/li>\n<\/ul>\n<h2>Weaving Relationship Principles into Workflow<\/h2>\n<p>To make relationship-building a core part of your sales strategy, integrate these principles into your team\u2019s daily workflows.<\/p>\n<h3>Internal Meetings<\/h3>\n<ul>\n<li><strong>Pipeline Reviews<\/strong>: During pipeline reviews, assess the relationship part of the buyer landscape. Ask questions like: \u201cWhat\u2019s their GPS?\u201d and \u201cWhere are we on the relational ladder?\u201d<\/li>\n<li><strong>Account Reviews<\/strong>: Use account reviews to evaluate the strength of relationships within strategic accounts. Identify gaps and opportunities to deepen connections.<\/li>\n<\/ul>\n<h3>Managing Opportunities<\/h3>\n<ul>\n<li><strong>Relationship Assessment<\/strong>: Incorporate relationship assessments into opportunity management. Evaluate the level of trust, credibility, and authenticity with key stakeholders.<\/li>\n<li><strong>Buyer Landscape Analysis<\/strong>: Map out the buyer landscape to understand the dynamics of relationships within the account. Identify champions, coaches, detractors, and other influencers and their roles. This is something else we do in Modern Sales Foundations that I have seen make a significant difference in building effective account plans.<\/li>\n<\/ul>\n<figure id=\"attachment_7929\" aria-describedby=\"caption-attachment-7929\" style=\"width: 2560px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Buyer-Landscape-Mapped-2-scaled-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-7929 size-full\" src=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Buyer-Landscape-Mapped-2-scaled-1.png\" alt=\"\" width=\"2560\" height=\"1234\" srcset=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Buyer-Landscape-Mapped-2-scaled-1.png 2560w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Buyer-Landscape-Mapped-2-scaled-1-300x145.png 300w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Buyer-Landscape-Mapped-2-scaled-1-1024x494.png 1024w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Buyer-Landscape-Mapped-2-scaled-1-768x370.png 768w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Buyer-Landscape-Mapped-2-scaled-1-1536x740.png 1536w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2025\/08\/Buyer-Landscape-Mapped-2-scaled-1-2048x987.png 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/a><figcaption id=\"caption-attachment-7929\" class=\"wp-caption-text\">[Click the image to view a larger version.]<\/figcaption><\/figure>\n<h3>Strategic Account Plans<\/h3>\n<ul>\n<li><strong>Relationship Goals:<\/strong> Set specific relationship goals as part of strategic account plans. Define actions to build trust, uncover GPS, and climb the relational ladder.<\/li>\n<li><strong>Coaching Cadence:<\/strong> Establish a coaching cadence to reinforce relationship-building skills. Schedule regular check-ins to review progress and provide guidance.<\/li>\n<\/ul>\n<h2>What Good Looks Like<\/h2>\n<p>To help sellers recognize when they\u2019ve built truly strategic relationships, here\u2019s a checklist of signals that indicate success:<\/p>\n<ul>\n<li>The buyer shares internal priorities and seeks advice beyond product scope.<\/li>\n<li>The relationship survives turnover, pricing pressure, and competitive noise.<\/li>\n<li>The seller is viewed as a trusted advisor, not just a vendor.<\/li>\n<li>The buyer proactively reaches out for insights or collaboration.<\/li>\n<li>The relationship drives mutual value and aligns with long-term goals.<\/li>\n<\/ul>\n<h2>Why This Matters for Sales Leaders<\/h2>\n<p>If you\u2019re a CEO or head of sales, here\u2019s the real question:<\/p>\n<p>Are your sellers building relationships that survive turnover, pricing pressure, and competitive noise? Or are they just getting along with people who like them?<\/p>\n<p>Strategic relationships aren\u2019t just about access. They\u2019re about insight. They\u2019re about influence. They\u2019re about being the person your buyer turns to when the stakes are high.<\/p>\n<p>And that kind of relationship doesn\u2019t happen by accident.<\/p>\n<p>It happens when you teach it. Reinforce it. Coach it. Measure it. Ask about it.<\/p>\n<h3>Bringing It to Life: Coaching with Relational Concepts<\/h3>\n<p>Imagine a sales manager asking a rep not just \u201chow\u2019s the relationship?\u201d but:<\/p>\n<ul>\n<li><em>\u201cWhat\u2019s their GPS?\u201d<\/em><\/li>\n<li><em>\u201cWhere are you on the relational ladder?\u201d<\/em><\/li>\n<li><em>\u201cHow are you demonstrating Worthy Intent?\u201d<\/em><\/li>\n<li><em>\u201cWhat\u2019s the next step to elevate the relationship?\u201d<\/em><\/li>\n<\/ul>\n<p>Suddenly, relationship-building becomes a discipline\u2014not a personality trait nor a guessing game.<\/p>\n<p>And for enablement leaders, it opens a new frontier: relationship development as a skillset. Not just soft skills, but strategic soft skills.<\/p>\n<h2>Closing Thoughts<\/h2>\n<p>If you want your salespeople to build better business relationships, you must teach them how. Not just \u201cbe likable.\u201d Not just \u201cfollow up.\u201d Not just be friendly. Not just service accounts well. But how to build trust, uncover GPS, and climb the relational ladder\u2014intentionally.<\/p>\n<p>Ed Wallace\u2019s principles give us the playbook. And with the right tools, we can turn relationship-building into a repeatable, scalable capability across the sales organization. As you endeavor to do this, keep these two axioms in mind:<\/p>\n<ul>\n<li>What gets measured gets done.<\/li>\n<li>What is asked about by leaders gets attention and focus.<\/li>\n<\/ul>\n<p>I hope this helps you evaluate the level of relationship-building skill in your sales force and evolve it toward a true competitive advantage for your company.<\/p>\n<h2>Resources<\/h2>\n<h3>Book<\/h3>\n<ul>\n<li>Explore <a href=\"https:\/\/www.amazon.com\/Business-Relationships-That-Last-Performing-ebook\/dp\/B0097K92SA\/\" target=\"_blank\" rel=\"noopener\">Ed\u2019s book on Amazon<\/a>. He has others, as well, including\u00a0<a href=\"https:\/\/www.relationalcapitalgroup.com\/resources\/books\/fares-to-friends\/\" target=\"_blank\" rel=\"noopener\">Fares to Friends<\/a>,\u00a0<a href=\"https:\/\/www.relationalcapitalgroup.com\/resources\/books\/creating-relational-capital\/\" target=\"_blank\" rel=\"noopener\">Creating Relational Capital<\/a>,\u00a0and his most recent,\u00a0<a href=\"https:\/\/www.relationalcapitalgroup.com\/resources\/books\/the-relationship-engine\/\" target=\"_blank\" rel=\"noopener\">The Relationship Engine<\/a>.<\/li>\n<\/ul>\n<h3>Course<\/h3>\n<ul>\n<li>Explore the <a href=\"https:\/\/modernsalesfoundations.com\/relationship\/\" target=\"_blank\" rel=\"noopener\">Relationship Quotient<\/a> course, built in partnership with Ed Wallace. This course translates these principles into a practical, teachable system for sales teams. If you\u2019re ready to close the relationship gaps that put your company at risk, this is another option.<\/li>\n<\/ul>\n<h3>Related Reading<\/h3>\n<ul>\n<li><a href=\"https:\/\/archive.distributionstrategy.com\/relationship-selling-may-be-dead-but-relationships-in-selling-are-not\/\" target=\"_blank\" rel=\"noopener\">Relationship Selling May Be Dead, But Relationships in Selling Are Not<\/a><\/li>\n<li><a href=\"https:\/\/archive.distributionstrategy.com\/the-combined-power-of-ai-and-human-differentiators-in-sales\/\" target=\"_blank\" rel=\"noopener\">The Combined Power of AI and Human Differentiators in Sales<\/a><\/li>\n<li><a href=\"https:\/\/archive.distributionstrategy.com\/how-to-navigate-the-buyer-landscape\/\" target=\"_blank\" rel=\"noopener\">How to Navigate the Buyer Landscape<\/a><\/li>\n<li><a href=\"https:\/\/hardskill.exchange\/gtmmag\/gtm-metrics-and-mindsets\/buyer-acumen-is-the-best-gtm-foundation\/\" target=\"_blank\" rel=\"noopener\">Buyer Acumen is the Best GTM Foundation<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Most salespeople don\u2019t have a purposeful plan for building business relationships.<\/p>\n","protected":false},"author":14,"featured_media":5988,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_tec_requires_first_save":true,"content-type":"","_EventAllDay":false,"_EventTimezone":"","_EventStartDate":"","_EventEndDate":"","_EventStartDateUTC":"","_EventEndDateUTC":"","_EventShowMap":false,"_EventShowMapLink":false,"_EventURL":"","_EventCost":"","_EventCostDescription":"","_EventCurrencySymbol":"","_EventCurrencyCode":"","_EventCurrencyPosition":"","_EventDateTimeSeparator":"","_EventTimeRangeSeparator":"","_EventOrganizerID":[],"_EventVenueID":[],"_OrganizerEmail":"","_OrganizerPhone":"","_OrganizerWebsite":"","_VenueAddress":"","_VenueCity":"","_VenueCountry":"","_VenueProvince":"","_VenueState":"","_VenueZip":"","_VenuePhone":"","_VenueURL":"","_VenueStateProvince":"","_VenueLat":"","_VenueLng":"","_VenueShowMap":false,"_VenueShowMapLink":false,"_tribe_blocks_recurrence_rules":"","_tribe_blocks_recurrence_description":"","_tribe_blocks_recurrence_exclusions":"","_featured_video_url":"","footnotes":""},"categories":[287,288],"tags":[],"coauthors":[143],"class_list":["post-7925","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sales-marketing","category-sales-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>You Think Your Sellers Are Good at Relationships \u2013 But Are They Really? 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