Rainmakers succeed through relationships

Are you a rainmaker? Do you want to become one? You can. Rainmakers are individuals who are successful regardless of the product or service they sell. Their success is based on their relationships.
When observing and talking about a successful rainmaker, the phrase often bandied about is “know, like and trust.” If you can get someone to know, like and trust you then you have a competitive edge. If you can get someone to know, like and trust you then you have a real opportunity for sustainable business.
The phrase is easy to say. The acknowledgement of its value is easy to make. The assumption is everyone knows how to do it. After all, it’s something we are taught as children – how to get along with others.
The truth is that getting people to know, like and trust you is not so easy to do. If it was, every business-development person, marketer and salesperson out there would be doing it and business success would be abundant and rampant.
Rainmakers work hard at being successful because they focus on their relationships and evolving them to a deep level of know, like and trust; most importantly, trust. In developing their relationships rainmakers direct their focus in three areas:
• The nature of relationships – core characteristics of strong and trusting relationships that are understood, embraced and practiced.
Rainmakers I’ve met and interviewed embody two primary philosophies – building trust and being generous.
Rainmakers understand this foundation of trust and generosity, and know they are at the core of successful and sustainable relationships. You can have the greatest product in the world, but if you are not trusted you will have a difficult time selling it. Realize also that not being trusted is not the same as being untrustworthy. Building trust takes effort and a little time. • Interaction skills that build strong relationships – the ways to connect that enrich and strengthen relationships.
How we connect with someone is as important as what we do when we connect. Business is a series of interactions. Rainmakers command a set of skills that enable these interactions to be positive and supportive.
These types of collaborative interactions are a prerequisite to strong relationships and trust. Collaboration and support entails participants being engaged and in the moment. Strong interaction skills short-circuit activities that are counter-productive and toxic.
Consider the opposite of a positive, collaborative interaction. If interactions are competitive, involving persuasion and manipulation, then people use their energy to protect themselves. They are not engaged and in the moment; trust does not build; relationships don’t evolve.
Transactional sales situations are a perfect example. Most people know when someone is trying to sell them something and they naturally put up defenses. Salespeople are trained to overcome these defenses. A transactional sales situation is a joust, not collaboration.
This is especially relevant in today’s world because the skills needed to make interactions positive and collaborative seems to be waning. “What’s in it for me” is an ever-present motivator, and interactions are often digital exchanges operating under the guise of relationships.
• Relationship-based business development – a program of business practices that helps monetize relationships and enable business success.
A rainmaker isn’t really a rainmaker until they bring in business. This is where the best rainmakers separate themselves from the masses.
Rainmakers have acute clarity around their marketing strategy, and strong discipline in marketing implementation. Their strategy is highly focused, down to the naming of individuals, not just companies with whom they want to build business.
Their tactics are well-thought out and clearly identified. They are diligent in sticking to their marketing calendar.
It’s well-thought out marketing and effective implementation that builds awareness, educates and creates opportunities for relationships. Strong marketing is a catalyst for monetizing relationships in a genuine and authentic manner.
Let me close with a couple of misconceptions about relationships and being a rainmaker.
Misconception No. 1 – Building relationships is networking.
Not true. Most networking is based on me, not you. Consider the elevator pitch. “This is who I am – can you help me?” The poor practice of networking has led to a lack of authenticity, a transactional mentality, keeping score and a disconnection from building real relationships.
Misconception No. 2 – I can’t take advantage of my relationships, my friends, just to write some business.
This is a very real fear and concern. It takes time to build trust, and only an instant to lose it. The key to avoiding this is generosity and authenticity. Always be generous, whether you benefit or not. Be authentic with your solutions. Do not offer anything unless you genuinely believe it can help. That is caring, not manipulation.
So, are you a rainmaker? Do you want to become one? You can.
Focus on building trust and genuine relationships, listen and communicate well, build a positive collaborative climate, and have a disciplined approach to marketing. •


Author Ken Cook is founder and managing director of Peer to Peer Advisors and developer of The Rainmaker Business Development System. For details visit www.peertopeeradvisors.com.

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