Value is the currency of healthy business relationships

Relationships in business, like in our personal lives, requires a little give and take. All parties need to bring something of value to the table, or the relationship is off-balance. "Value" can be measured in a variety of ways; money, companionship, loyalty, trust . . . the list goes on.

One of the most prevalent values in a business relationship is information. Salespeople give information on new products, coworkers share information on company happenings, and colleagues on industry and economic news. How many of your relationships are based on information exchange?

For information to be truly valuable a critical component must be in place: trust. Information is only as good as its source. You trust your vendors to give you reasonable rates and to be true to their word. You trust sales people to give you accurate information on new products. You trust the news from your coworker about your boss being fired is accurate.

In a salesperson's relationships with his clients this perception of a necessary value is magnified. Two things must be present in the salesperson: (1) They must be seen as a good source of information and (2) They must be trusted. With those two values in place, the relationship will provide value back them (hopefully in the context of sustainable sales, new leads, or even as a confidant). Of course, its not as black and white as this. Gestures, also provide value. Unless, of course, they are empty gestures. "Clues" as to how people are feeling (such as sending thank you cards, asking and genuinely caring about their families, etc.) are important in creating a lasting bond. And these little things are not so little. They're what creates trust. These bridges take a long time to build, but in the end are far more rewarding than one-time transactional sales, or a stale, one sided relationship.

Whenever I meet someone new, I like to provide value immediately. Feedback is an excellent mechanism, when used correctly. A story (whether to provide entertainment, or a moral) is always a good way to add value to a conversation. In emails, which have become so prevalent, I like to add a bit more to my "thank yous" and "it was a pleasure speaking to you" (which are becoming, in my humble opinion, empty gestures). I attach a YouTube clip that I think the recipient might be interested in or learn something from, or an industry article. As a salesperson, it is part of my value proposition to know things in my area of expertise and pass them along. Passing on unrelated but valuable information through my colleagues and clients adds value to our relationship overall. I ask good questions when colleagues are telling stories. Questions unlock new avenues of thinking, and can awaken the genious in each and every one of us! When possible (And when not obnoxious!) I share information on my own life; articles published, photos from a recent trip, eh, blog postings. . . .

And, over time this builds trust. Trust that I know what I'm talking about and that I care about our relationship. And that is the basis for a valuable relationship.