Which comes first, the relationship or the sale? It all depends!

If the sale comes first, then you’d better be sure you perform so well that you have made a business friend for life. If you’re lucky, you may even make a true friend . . . the kind who wants to spend free time with you in a golf game that’s not about business or sales.

How do you make the friendships before the sale? You need to extend yourself – through community and trade organizations, through volunteering, through taking opportunities to meet and greet people on a regular basis.

If you are targeting a particular industry or category of business, then join the appropriate membership organization. Become active on their committees and work shoulder to shoulder with other members.

Ask your regular customers for introductions to their friends in your targeted categories. Then, be sure to return the favor. Stay in touch with people and stay active. When the time comes for them to think about signage or if they hear of someone who needs it, they will likely recommend you – just like you would do for them.

Relationship marketing is really the business of friendship!