The Timeless Art of Selling: Rediscovering the Power of Relationships By Marshall Krupp, Certified EOS® and Outgrow Advisor
by Marshall KruppOct 15, 2024
The Timeless Art of Selling: Rediscovering the Power of Relationships
By Marshall Krupp, Certified EOS® Implementer and Certified Outgrow Advisor
In collaboration with Aleksandr Dolia, Executive Assistant
Sales have evolved drastically over the centuries. From horse-drawn carts in the 1800s to the virtual salesrooms and online stores of today, the techniques and tools used to close deals have adapted with each era. But while technology has revolutionized how we communicate and engage with customers, it’s worth taking a step back to consider the timeless principles that have defined successful sales for generations. What if the personal touch, once the cornerstone of every transaction, is the key we’ve been overlooking in our pursuit of modern sales techniques? What if nurturing relationships, building trust, and focusing on genuine human connection are the game-changers we need today?
In the 1800s, sales were built on relationships. A transaction wasn’t just about exchanging goods for money—it was about creating partnerships that lasted. The seller knew their customer, often on a personal level, and the buyer trusted the seller. Discipline, diligence, and consistency were critical. Salespeople relied on face-to-face interactions, often sealed with a handshake, a symbol of trust that no written contract could replace. As my father used to say, “A transaction was more likely to be attained by a handshake than by the execution of documents.”
Even in the 1940s and beyond, as businesses grew larger and products became more branded, the fundamentals remained the same. Successful salespeople were those who took the time to nurture their relationships. They understood the power of consistency, of showing up for their customers time and time again, and creating partnerships based on mutual trust and respect. These weren’t fleeting transactions but long-term relationships built to last.
However, as we’ve moved into the digital age, we’ve seen the personal touch gradually replaced by emails, text messages, and virtual interactions. The handshake has been replaced by an automated response, and the face-to-face connection has given way to video calls or AI-generated chatbots. While technology has provided incredible efficiencies and broadened our ability to reach customers around the globe, it has also distanced us from the human element that once defined the art of selling.
Peter Drucker, one of the most influential thinkers on business management, once said, “The purpose of business is to create and keep a customer.” This simple truth is as relevant today as it was in the past. Creating and keeping a customer isn’t just about making a sale—it’s about fostering a relationship that endures. Technology can’t replace the trust that is built over time, nor can it replicate the depth of understanding that comes from a human connection. What if we revisited those old ways of selling? What if we brought back the personal touch?
Imagine replacing a cold email with a warm, genuine phone call. Instead of sending a generic message to a customer’s inbox, you reach out to them personally, engage them in conversation, and show that you value their business. Instead of relying on AI-generated responses, you take the time to speak with your customers directly, listen to their needs, and offer tailored solutions. By replacing written words with spoken ones, you foster a deeper connection that no technology can replicate.
This is where the principles of Outgrow come into play. Outgrow is a sales philosophy that encourages bold, proactive communication and emphasizes the importance of relationship-building in every sales interaction. Over the last 20 years, Outgrow has transformed the conduct of sales for over 400 businesses, bringing back the importance of intention between the seller and the buyer. Outgrow recognizes that technology has a place in sales, but it cannot replace the human element that is so critical to creating long-lasting, successful partnerships.
Outgrow’s approach is simple: nurture relationships, create trusting partnerships, and communicate boldly. It’s not just about making a sale; it’s about fostering trust that leads to long-term success. By encouraging salespeople to pick up the phone, meet face-to-face when possible, and engage customers in meaningful conversations, Outgrow helps businesses increase their annual sales by 15-30%, above organic growth. This is not achieved through technology alone, but through consistent and accountable outreach and relationship-building efforts.
As Tony Robbins, a renowned life coach and business strategist, said, “The quality of your life is the quality of your relationships.” The same can be said for sales. The quality of your business is the quality of your relationships with your customers. By building those relationships, nurturing them, and showing your customers that you care to help, you not only increase your chances of making a sale, but also create partnerships that will continue to grow year after year.
Outgrow challenges the idea that sales must be automated and impersonal. Instead, it encourages sales teams to return to the roots of selling—engaging customers with enthusiasm, optimism, and, most importantly, a personal touch. In a world where businesses are competing for attention, Outgrow stands out by emphasizing relationships over transactions and communication over automation. It’s a return to the values that have always driven successful sales: trust, consistency, discipline, and human connection.
As we reflect on the sales techniques of the past, it becomes clear that some things should never change. While technology will continue to advance, the core of successful selling remains rooted in the human element. The businesses that thrive in today’s competitive landscape are those that understand the importance of building relationships, creating trust, and engaging customers with authenticity.
In conclusion, as we move forward, let’s not lose sight of the timeless art of selling. The personal touch, the handshake, the face-to-face interaction—these are the tools that have always driven sales success and continue to do so today. Outgrow offers a way to reconnect with those fundamental principles and drive sustainable growth by nurturing relationships and creating lasting partnerships. In a world dominated by technology, the human connection will always be the differentiator.
If you’re ready to elevate your sales approach, consider revisiting the old ways of selling with a modern twist. It’s time to pick up the phone, engage your customers personally, and rediscover the power of relationship-driven sales. Let Outgrow guide you in boosting your sales and building lasting customer relationships.
Marshall Krupp is a nationally recognized EOS® Certified Implementer and a Certified Outgrow Advisor. He is also a national speaker and a past award-winning Vistage Worldwide Chair, with a career in providing crisis management strategic advisory services to businesses, governmental agencies, and not-for-profit organizations. He is also a certified facilitator of the Wiley Everything DiSC suite of assessment tools and PXT Select.
EOS®, the Entrepreneurial Operating System®, takes entrepreneurial businesses on a journey to master the EOS® tools, enabling them to elevate their leadership teams, make better decisions, maintain a high level of accountability, and attain greater success more simply. The components of EOS® are Vision, People, Data, Issues, Process, and Traction, which, when used effectively, create a healthier organization with greater success.
The Outgrow sales program is designed to boost sales growth by encouraging bold, proactive communication, confidence, and accountable business sales teams. Marshall Krupp is a Certified Outgrow Advisor who guides and coaches businesses in implementing these strategies, helping their sales teams achieve 15-30% annual growth through consistent outreach and relationship-building efforts, along with the unique and creative tools of Outgrow.
Review more at www.peerexecutiveboards.com and at www.eosworldwide.com/marshall-krupp. Visit Marshall’s LinkedIn profile, posts, and articles at https://www.linkedin.com/in/marshallkrupp/
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To connect with Marshall Krupp, you can reach him at marshall.krupp@eosworldwide.com or at 714.624.4552. You can also schedule a telephone or Zoom meeting with him on Calendly at https://calendly.com/peerexecutiveboards
______________________________________________________________________
Marshall Krupp is a nationally recognized EOS® Certified Implementer and a Certified Outgrow Advisor. He is also a national speaker and a past award-winning Vistage Worldwide Chair, with a career in providing crisis management strategic advisory services to businesses, governmental agencies, and not-for-profit organizations. He is also a certified facilitator of the Wiley Everything DiSC suite of assessment tools and PXT Select.
EOS®, the Entrepreneurial Operating System®, takes entrepreneurial businesses on a journey to master the EOS® tools, enabling them to elevate their leadership teams, make better decisions, maintain a high level of accountability, and attain greater success more simply. The components of EOS® are Vision, People, Data, Issues, Process, and Traction, which, when used effectively, create a healthier organization with greater success.
The Outgrow sales program is designed to boost sales growth by encouraging bold, proactive communication, confidence, and accountable business sales teams. Marshall Krupp is a Certified Outgrow Advisor who guides and coaches businesses in implementing these strategies, helping their sales teams achieve 15-30% annual growth through consistent outreach and relationship-building efforts, along with the unique and creative tools of Outgrow.
Review more at www.peerexecutiveboards.com and at www.eosworldwide.com/marshall-krupp. Visit Marshall’s LinkedIn profile, posts, and articles at https://www.linkedin.com/in/marshallkrupp/.
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