The “Relationship-less” Sale

Yes, I created a new word. “Relationship-Less” As time moves along so must our thinking.

I first published this article in March of 2019, With the current circumstances we are all living through I wanted to re-publish. The world’s businesses and the world’s people will advance in their digitization by at least five years. I fear many B2B sellers will confuse their temporary great relationships; relationships created for and at a different time.

The changes caused by this pandemic regarding digitalization will be profound. It will be most important that B2B sellers align their expectations of customer and prospect relationships to the realities of a new buyer’s mindset. This pandemic was an Evolutionary Event and the speed to buyers becoming disenfranchised with outdated seller mentalities will be shocking to the un-prepared.

Here’s the article as previously written

We hear a lot about relationships and their importance in the sales process. I agree with that. However, I also caution those who believe that their success will hinge on only building 1990 style relationships. In these times we live relationships are modifying too.

Yesterday’s relationship building as a must before selling. It is not the reality of many of today’s buyers. There are many things purchased every day both goods and services which are void relationships as defined in 1990. Today there are too many in sales who still believe that without a relationship they can’t provide the means to a prospects desired outcome. This misguided thinking is costing them business to the savvier sales organizations.

The disconnect, is based on what precisely defines a relationship with a buyer? The old school thinking will make it near impossible to face the realities of today’s buyer. Many buyers today see this obsession from sellers who must build relationships ahead of delivering as an aggravation, not a benefit. The old-way is pushing and the new buyer wants to pull.

Buyers and more of them every day want to pull to them want they need and then build a relationship. Quite frankly with the speed to action available through technology today. Buyers what to act, and buyers expect to be treated fairly and when they need assistance they expect cooperation as a way of doing business.

Buyers do not purchase relationships they buy desired outcomes. If the means to those outcomes fails the customer will replace them, and in reality, most of the replacements are with someone they do not have a relationship with.

Understanding the relationship required of the deliverable is essential. Times are changing, and it seems buyers are changing their buying habits quicker than sellers are changing their selling habits.

Selling must live in two worlds for those who provide both goods and services. These two worlds are re-shaping commerce across the globe. Understanding how to navigate between the Digital World and the Physical world is a must as this defines the new world of selling and the new world of relationships.

Today Customer Experience will win over Customer Relationships. Sellers cannot merely focus on relationship building or taking advantage of their relationships they must concentrate on giving the better experience and in 2019 and beyond that better experience might just be without a relationship as defined by 1990.

In Closing:

You can be the vendor with the greatest relationships and lose to the innovator who delivers a better experience.

If you wish to connect here on LinkedIn send me an invite be well.

CEO/TEASRA, The Innovation Channel and Host of The End Of The Day With Ray! visit my website here



Ray Stasieczko
Ray Stasieczko
THROUGH my creativity and passion for innovation, I help organizations navigate through needed changes. Over the past thirty years, I have had successes and faced challenges. The challenges organizations face today, I not only recognize them, I’ve experienced and navigated them firsthand. Delivering services to all marketplaces continues transforming. Competition is coming from places no one would have imagined. My innovative thinking benefits organizations who recognize change is needed, and more importantly, recognize the value of creativity fueled by experiences. The future of the business to business or business to consumers marketplace will require unique collaboration. I understand the importance of collaboration and have the imagination to bring uniqueness in delivering it. I believe successful innovation and transformation only happens “When an organizations focus is on bringing the future to the present, instead of bringing the past to the future.”

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  1. Ray, by and large, I agree with you. If you have loyal customers (or in my case clients) as long as there is no drop off in your level of care and attention to them they are likely to stay. When buying (or in my case hiring) starts again your clients will need you to be there for them even more. Even though they will want to hit the ground running leaving no time to shop around for a new provider the worst thing you can do is take them for granted. I am pitching my business every day and sometimes several times a day as you never know who may need somebody like me for the first time because I will give them more for less. In this economy that is a hard combination to beat. With video meetings, calls and e-mails it is not hard to keep the connection going. Stay safe, Ray!

    • Thanks for commenting Joel, all great points my friend. It’s the not taking for granted, and not being out of alignment in expectations with both prospects and customers. Stay safe and well buddy