Is it possible to have a relationship business if 95% of sales are cold
Posted: Tue Jan 21, 2025 8:16 am
The power of networking in the business environment is illustrated by the figures: 80% of top management vacancies are filled through connections . To assess the impact of personal contacts on business, there is a concept called ROR (return on relationship), that is, the profitability of relationships, which can be calculated .
According to a study by the Content Marketing turkey telegram number database Institute and MarketingProfs, 75% of specialists consider face-to-face events to be the most effective tool in B2B sales and marketing. Evgeny Korablyov, Head of Growth & Partnership at Centra, explained how cold sales and relationship business combine.
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What is relationship business?
Relationship business is a style of work in which business interaction is built on the basis of relationships between people, not between companies. The main criterion of relationship business is trust. Agreements are made by people who trust each other, and then the attitude towards the person is projected onto the company. If the sales manager is a competent person with a high level of expertise, then the whole company works the same way. It turns out that this company can be trusted with a lot of money.
Why Personal Connections Are Important for B2B
We can eliminate the issue of personal relationships when we talk about B2C business, streaming transactions like sales of gym memberships. But as soon as we talk about B2B, the human factor will be decisive. Even if it is purchasing office supplies.
Let's imagine that there is a company from which we order paper and paper clips. It's not much money, and there are no personal relationships between us. But if tomorrow a sales manager from another office supply company comes to our office and charms us with a great offer, we'll probably think about changing the supplier.
The bigger the budget, the larger and more targeted the sales, the higher the role of personal relationships in business. Large deals are always concluded between people who trust each other. A person who holds a management position and manages large budgets will not conclude a deal with someone he does not know personally. Let's be honest: in a situation where an urgent issue needs to be resolved, most likely, any of us will first call a friend.
According to a study by the Content Marketing turkey telegram number database Institute and MarketingProfs, 75% of specialists consider face-to-face events to be the most effective tool in B2B sales and marketing. Evgeny Korablyov, Head of Growth & Partnership at Centra, explained how cold sales and relationship business combine.
Subscribe to RB.RU in Telegram
What is relationship business?
Relationship business is a style of work in which business interaction is built on the basis of relationships between people, not between companies. The main criterion of relationship business is trust. Agreements are made by people who trust each other, and then the attitude towards the person is projected onto the company. If the sales manager is a competent person with a high level of expertise, then the whole company works the same way. It turns out that this company can be trusted with a lot of money.
Why Personal Connections Are Important for B2B
We can eliminate the issue of personal relationships when we talk about B2C business, streaming transactions like sales of gym memberships. But as soon as we talk about B2B, the human factor will be decisive. Even if it is purchasing office supplies.
Let's imagine that there is a company from which we order paper and paper clips. It's not much money, and there are no personal relationships between us. But if tomorrow a sales manager from another office supply company comes to our office and charms us with a great offer, we'll probably think about changing the supplier.
The bigger the budget, the larger and more targeted the sales, the higher the role of personal relationships in business. Large deals are always concluded between people who trust each other. A person who holds a management position and manages large budgets will not conclude a deal with someone he does not know personally. Let's be honest: in a situation where an urgent issue needs to be resolved, most likely, any of us will first call a friend.