Building Human Relationships for Business Sales Success

Sales Professionals understand that building human relationships is key to business sales success, something lost on most sales people who come and go. The Visitors.

You see, the Sale begins with You.

VC ~ The Sale Begins with You










There are simple, and complex, human components essential to building authentic, lasting human relationships are also relevant in business sales relationships:

  • You and the Opportunity to Meet Someone New
  • A Conversation
  • The Process of Discovery and Warming-Up
  • Rapport
  • Value
  • Desire
  • Mutual Respect and Acceptance
  • Persuasion
  • Commitment



Being a Sales Strategist

It’s amazing how many sales and business development professionals, managers and executives, still think sales is a numbers game. And, it’s still a popular belief Today.

I understand. I understand that If you believe sales is a numbers game, you’re wrong.

While there are slight variations, according to this archaic theory ~ all you need to do (to be successful in sales) is call, call, call. Go to every lead, quasi-qualified or unqualified. Pitch! Pitch! Pitch to Someday! Demo! Demo! Demo to Anybody! You must be committed to the numbers. Fill your pipeline with a zillion suspects who’ll turn into X number of prospects, sales opportunities, and ultimately customers or clients.

The song remains the same, the message passed on from one sales generation to the next. We’ve been conditioned to accept that going after every prospect is essential to our success.

What if it isn’t? What if the numbers game isn’t a success factor anymore?

What if trying to work all those prospects infects our thinking, causes our sales performance, individual and team, to become ineffectual? What if we could generate more sales with fewer prospects?

Most sales and business development people would consider these questions heresy against the sales gods and gurus.

Thinking and Acting as a Sales Strategist

Thinking and Acting as a Sales Strategist

In the long run, Top Sellers, the Best of the Best Closers, pursue fewer prospects. Top Sellers spend more time thinking and acting as a Sales Strategist about:

  • The goals and objectives of their target market, customers/clients.
  • Linking marketing to sales process.
  • Connecting and networking for mutual benefit.
  • Pre-Qualify/Qualify potential customers/clients.
  • Being more Consultative and Solution-centric.
  • Guiding prospects through the sales cycle.
  • Increasing Market Value.

By slowing down, focusing on quality not quantity, we can develop the rapport, relationship, and credibility we need to get the business. We can go deeper, learn more, and support the client/customer with the right solutions.

Nurturing any kind of relationship requires an investment of time. Are you spending enough time with clients/customers throughout the sales process? Are you committed to a Sales Closing Process? Conditioning? Gaining commitments every step of the way? Pre-closing? Or, are you pitching and running? Are you just a visitor?

Being Sales Strategists, our clients/customers trust our recommendations. We become their Strategic Advisors creating even more opportunities to succeed. 

Our goal is to help prospects understand the business value of the solution. More importantly, how changing the status quo can impact organizational culture, sustaining business growth and profitability.

Be Bold. What would you do differently this month if you rejected the numbers game?Do you think it would make a difference in your sales performance?

That’s the challenge. Reject the #1 Sales Myth! Think fewer, not more. Compel yourself (and your sales team) to shift sales behavior with a fresh mind-set and sales strategies.

Being a Sales Strategist means sales isn’t a numbers game anymore, it’s an effectiveness game. Be yourself. Make the right connections. Make human connections.

Connecting and Networking for Mutual Benefit.

Connecting and Networking for Mutual Benefit.

Always Be Engaging.

Marc Ortiz de Candia | Vitalia Consulting | The Enlightened Leadership Leader


Tangerine Tango: Let’s Dance!

Learn the steps of the dance, the art of conversation and build powerful, lasting business relationships that work for you.

Every lasting relationship begins with a conversation, even business relationships, even partnering for mutual benefit. Yet, sometimes we forget the easy way to connect with the new people we meet, on something we have in common, other than business, a simple generous gift of conversation.

The nice thing is that conversation can be about anything, almost anywhere. Natural humor stimulated by life and living in this world, an affinity we share, it may be something complimentary or complementary.

Build powerful, lasting business relationships, especially Advocate Relationships, without breathlessly pontificating about what you do and how you do it, without talking about business, without selling anything at all. No matter what business you are in, the relationship business is key to your business growth.

To illustrate: Did you know that the newest Pantone Color released in 2012 is called “Tangerine Tango.” For our purposes, Tangerine Tango is simply “starting that initial conversation.” The fun part is that you can initiate conversations anywhere, anytime (not exclusively at business events). The potential for human interaction is all around us. You know you’ve got to face the music sometime, somewhere.

Best described as “warm, uplifting, and energizing” Tangerine Tango is the perfect color for increasing business relationships.

Think, act, be Tangerine Tango! Learn the basic steps, the art of engaging in simple conversation is just like a dance. Learn the dance. Practice each step with your newest partner. You will remember where to step with every beat of the music. One caveat, unfortunately if you are not genuinely committed to Tangerine Tango (reflecting the behavioral ways you cultivate relationships) it will be transparent to everyone around you.

You can use Tangerine Tango in networking, in expanding your business relationships, your sphere of influence, again without selling anything. (We can call it, “The No Pitch.”) Learn the dance. Establish rapport, trust, and value creation with people.

Give the gift of value in your conversations to create “Advocate Relationships.” Advocates are people who will make a case to recommend you to others, without you ever asking. Advocate relationships are the most important relationships. These are people who will give you unsolicted referrals because they like and trust you.

Try Tangerine Tango just once. Try it, and decide later. Is it right for you? It’s a simple choice. Work it. You’ll feel Tangerine Tango working for you without you even having to be here, there, and everywhere. Build powerful, lasting relationships that work for you, and you’ll want to do the dance over and over again. There are two other basic steps essential to expanding your business, branding and building your image. We will explore these dance movements another time.

Can you really think outside-the-box? Here it is: Tangerine Tango!

Every lasting relationship begins with a conversation. After all, when’s the last time you really danced in your business life? Remember what they say, “It takes two to Tangerine Tango.” Let’s Dance!

The beginning is always today. Let’s continue the conversation.

Marc Ortiz de Candia, Executive Partner, Vitalia Consulting