“Relationships are crucial!” We hear it constantly, but what does that really mean in a business context?
Because there’s a wide range of relationships: They can be positive, negative, formal, informal, trusting, untrusting, friendly, professional, harmonious, toxic, conflicting, respectful, and so on.
So, what kind of relationships are truly crucial in business?
According to the book “The Challenger Sale,” it’s not about being best friends and buddies with the customer.
It’s about being a value-based insight provider by:
Challenging the customer’s thinking – Providing new perspectives and insights that the customer doesn’t have themselves.
Establishing professional authority – Being an expert and reliable advisor.
Creating constructive tension – Daring to question and drive change.
From this perspective, it’s not the “cozy” relationship that wins, but the insightful and challenging one.
It’s about being a partner who adds value by sharing knowledge and guiding the customer through complex decisions.
Here you can read about the most common reason that customers do not choose to buy.
