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



When Knowledge (Alone) is Not Enough

One of the most salient things I have observed in meetings with countless C-Level Executives is the overwhelming pool of information they’re swimming in. The result is too much data driving them insane ~ which only yesterday was commonly referred to as “analysis-paralysis.” The results are in-decisions, in-actions and inertia, uncertainty about which move to make. So, nothing changes if nothing changes.

Our initial role (in Organizational Leadership Consulting and Coaching) is to help these C-Level Executives wade through the waves of data to find the right information, the right solutions. At this point, It’s important to note that there is no pitch, there is no presentation, no assumptions or conclusions. In the beginning, we are simply listeners and observers asking key questions, guiding our clients, mired in confusion, out of the abyss. We are facilitators of the process.

When is knowledge (alone) not enough? When is knowledge (alone) not power? You and I have seen zillions of sales professionals, managers, and executives go through cropped-AB-When-Knowledge-Alone-is-Not-Enough.jpgthe “sales training hotel factories” coming out with only a cheap binder and more information (plenty of getaway trip stories to tell) but no knowledge retention, process and skills application, or behavioral shifts that last beyond a few days, a few weeks at best. There’s a reason why “talk is cheap.”

Revolt against the archaic business culture of “just gimme the knowledge, just gimme the information/data!” There’s much more vital work to be done. Of course, this requires Enlightened Leadership with the desire and the resources to sustain high business growth. Nothing happens without Enlightened Leadership.


To illustrate, one of our most recent projects (right in our wheelhouse) is focused on “Sales Performance Optimization.” We’re working with a dysfunctional sales group with mountains of information, tons of knowledge but without the right sales people, without the right sales process, and without the right sales tools. We fix dysfunctional organizations. Partner with Us.

Our approach to every client project is simple and effective. We began this project by meeting with the C-Level Executive Leadership Team, not just the Sales Group Management. We take a panoramic view and then zoom-in. We start by building Organizational Vision and Holistic Strategies because the Sales Group is inter-connected with all other organizations within the business. Many pictures from different angles are necessary.

Simultaneously, we are conducting an Organizational Culture Assessment that will result in a comparative analysis between the leadership’s perception of their organization and what people (within the organization) and customers (outside the organization) are actually experiencing. There are always execution chasms which need to be filled before moving forward with any formal development or learning.

In this case, the Sales Group had the highest turnover rate (higher than telemarketing) in the company, and reported into an Operations Vice President who didn’t understand sales or selling, or the difference between marketing, sales, business development and account management. These things were known by everyone in the client company.

While the assessment offers information/knowledge/data, our job is to uncover and discover the right solutions in tandem with our clients. In turn, radical new buyer behavior requires re-thinking sales. Buyers are much more informed. The sheer volume of information buyers can access can humble the best sales professionals, managers, and executives causing them to compete on price. The new imperative facing sales leaders is to re-tool the organization and build a culture of continuous improvement.

No more worthless seminars or workshops. Everything is done in session-work, one to three hour sessions: Leadership Development Sessions, Vision and Strategy Sessions, Sales Development Sessions, Individual and Group Coaching Sessions…

dreamstime_s_6386770According to The Aberdeen Group “Best in Class” companies determine characteristics of “Best in Class” professional sales performers on an annual basis, as defined by:

  • Top 20% in Quota Attainment
  • Top 20% in YOY Revenue Growth
  • Top 20% in Average Deal Size Increase

The truth is in the performance numbers. This research shows the three key areas in which the best performing companies differentiate from their peers, and adapt to changing sales requirements:


  • Scientifically assess the specific requirements for sales models, and align hiring and development to those profiles.
  • Develop world class capabilities by aligning sales process, methods, and never-ending learning to ever-changing buyer behavior
  • Enable effective, consistent application of best practices by integrating sales tools and state-of-the-art technologies

Remember, the main reason why most “sales closing systems” fail is because there is no opportunity for the sales professional to practice and test mastering the re-tooled sales process. No true individual commitment to the sales process and no reinforcement after the “learning session.” This is why “individual coaching” must be an integral component of every “Sales Performance Optimization” Platform.

In the New Age of Enlightenment, knowledge (alone) is not enough to get things done, to adapt to the rapidly evolving marketplace, to create lasting success. Having a trillion pieces to a puzzle is not enough. You must the right pieces to put the right picture together.

So, what are your answers: Are You An Enlightened Leader? Do you have the right sales people, the right sales process, the right sales tools for sales performance optimization? Are you ready to put together the sales organization puzzle?

Let’s get started! Partner with Us.

Marc Ortiz de Candia, Executive Partner, Vitalia Consulting