Sales Friendship

Posted by: admin  :  Category: Sales

I come for a small town that is some 120 kilometers from the capital. It’s known as “Historical Melaka”.  Now things in my home town moves at a much slower pace, except for the weekend where “the rest of the world” descends on it to view her historical offerings, enjoy her traditional cuisine and soak up the culture and tradition.


Being a historical city however, has not shielded it from being economically colonized.   Huge enterprises from factories, oil refineries, fast food joints and hyper markets have mushroomed, running a ground a fairly large number of small family and traditional businesses. They say it’s the effects of globalization, advancement and economic growth which brings with it “unfair” competition that small businesses fall victim to especially in the areas of volume, space, variety, pricing, branding, the marketing mix, location, comfort, advertising, etc.


Nonetheless I am still amazed at some small businesses that are still around. These are businesses that were around since my Grand Dads days! One in particular is a small shop that sells newspaper, lottery tickets and some basic groceries from pain killers to shampoos, hair cream, sweets, chocolates, etc. No fancy brands, variety, advertising, etc…..just the “below the average” necessities which the “big boys” too sold and sold at larger variety and better prices!




This was a golden opportunity for me to learn a “sales secret”, one that has kept them relevant and alive in a hyper competitive market place. So you can guess what I did next. I walked up to the owner, who is now actually the grand son of the original owner, and asked for his secret sales recipe. Well, his answer was so simple and profound…almost “Harvard like”. He said that more sales are made from friendship than salesmanship, marketeering and advertising! Wow!


His customers today were his friends and their fathers were his fathers friends too, loyal friends and customers! A strange intimacy had formed, hardened and matured over the years that even the “big boys” could not undo!


“All things being equal, people want to do business with their friends and all things being not so equal; people still want to do business with their friends.”

- Old Business Adage


Statics have pointed out that some 50% or more of sales are made on a friendly basis…and that relationship selling is the business of the future. Yup, you guessed it…relationship selling is all about friendship- “sales friendship”!


What are the benefits of a “sales friendship”? Well when you sell to a friend you do not need “salesmanship” or sales techniques like hard selling, up selling, checking of pricing, competitor analysis, price negotiation, etc. You simply traded benefit base on mutual trust, familiarity and the bonds of friendship. If you are in business, think of your key customers…are they not folks who you have a good relationship with? In fact, you may be such close friends that even the occasional “poor service” is over looked and forgotten! 


Another benefit is that competition is in a way eliminated or hugely reduced. Now that is a real biggie in a hugely competitive market, especially for small to medium scale entrepreneurs! Your closest competitor would find it hard to steal your customers who are also your very good friend! This is so evident from the example of the small business owner form my home town…his business had an invisible force field called the “sales friendship” force field!


How do you start this process? Well it takes honesty as well as all the elements covered in my earlier 3 part article on “The law of Aggression Vs the Law of Meaningful Attraction in Sales” published a few weeks back. Above all, it requires time.


Time to invest in friendship building that focuses on creating and giving value to relationships, something that many modern day businesses do away with in the name of convenience, speed, technology, etc. Just think of your best friends. How did he or she become one? What did you do, say and practice to nurture that relationship?  What values did you practice? How did you communicate? The answers to these questions hold the long term business success!


If you close a sale, you earn a profit or a commission.

If you build a friendship, you earn a relationship that builds economic and emotional security, certainty and fortune that feeds generations!


Stay committed to transcending, transforming and transferring value back to your world!

Conrad Rozario is the founder of Alchemy Resources. He has more than 14 years experience in Sales, Marketing, Business Management and Talent Development. He holds a MBA from Gordon University, Illinois, is a Certified & Licensed Trainer of Neuro Semantics and NLP (ISNS, USA), a Master Practitioner in Neuro Semantics and NLP (ISNS, USA) and a Language and Behavior Profiling for Coaching Practitioner.  You can follow Conrad on facebook!