By Ignite Excellence

Published in Financial Planning, an Advertising Feature of the North Bay Nugget - February 13, 2010

For years, we have been told that "building the relationship" is fundamental to winning business. However, we have all lost business even though the relationship was excellent. Although important, simply establishing a relationship is not enough.

According to Suzanne F. Stevens, keynote speaker and founder of Ignite Excellence Inc., a Toronto-based training and development company specializing in influential verbal and kinetic communications, when it comes to winning business, a good relationship will foster open and honest communications. A consultant can then use this free-speaking environment to uncover what is truly important to a client, and ultimately how buying decisions are made. It is important to build the relationship, but it is even more critical to learn about the client’s previous experiences with suppliers and what the expectations are for the future. These factors form the cornerstone of the decision-making process in the future.

Understanding what makes clients tick allows you not only to win business based on your relationship, but also to keep business because you continue to deliver to the client’s expectations.

Stevens adds: "Having a relationship with your contact is advantageous, but it is important to remember that they have to justify their decisions to others as well and providing them with evidence that highlights the benefits of the relationship will further cement it".

Ignite Excellence is a training and development company specializing in influential verbal and kinetic communications. Ignite Excellence develops the skills of CEO members to win and maintain business, build stakeholder perceptions and strengthen internal communications so individuals can Influence. Differentiate. Engage.