Business partnerships are a fundamental key to establishing a secure client list that in turn supports your share of company business. Time spent building business partnerships should not be considered a sacrifice. It is an investment that can pay big dividends. Partnerships are based on honesty and trust. It is a question of right and wrong, not a matter of policy. Partners are not afraid to say, “I was wrong” or “I am sorry.” The ultimate test is how you behave when you are wrong. And the best way to behave–right or wrong–is humbly.

Partners have open lines of communication. Good communication is the key to any successful relationship, be it business or personal. You will never be successful in relationship selling if you don’t have the ability to establish a solid rapport up front. Building an alliance is the only way it can be done. Ask yourself, “What would I do if I wanted to become friends with this person?”

We are all just people who want others to care about us. The relationship selling philosophy coincides with the practice of the Golden Rule: Treat others are you wish to be treated.

You must be concerned with and involved in the success of your business and in the success of your customer’s business. “Going that extra mile” is a much-used phrase in business today. When you genuinely care, going that extra mile is not just a phrase, it is a way of life. When you help a customer succeed, that customer helps you succeed.