In his presentation to GE Energy on January 24, 2006, Tom Peters said “It’s relationships, stupid – deep and from multiple functions.”

(He also said many other things, all in his own inimitable and distinctive style.)

I think we’ve all heard something akin to that sentence before: It’s all in the relationships. What that means, of course, is that people buy from people they know, like and trust.

You can’t get away from delivering the outcomes your customers expect, but you won’t even get a chance to prove yourself if you don’t first form a relationship with your buyer.

So beginning and nurturing relationships at every opportunity is one of the most productive actions you can take to improve your chances of increasing your sales, your profits and your customer loyalty.

But don’t just stop at building relationships with those you think are the obvious “targets of your affection.” You’ll be well served if you also form relationships with the not so obvious people; people throughout the organization who may well be influencers.

If your decision maker is a “C”-level executive, then some examples of influencers are the gatekeepers, administrative and personal assistants, receptionists, purchasing committee members, mid-managers, general managers, department heads and end-users.

Sketch out your own little organization chart to help you identify the people throughout your prospect’s business with whom you’d like to spend time. Take them to lunch. Treat them to a performance in a local theater. Accompany them to a sporting event. However you decide to go about it, get to know them and let them into your world. Be open with them. Share. Develop a real, sincere relationship.

While we’re on this topic, don’t forget the people in your own organization. In fact, develop these relationships first. Your “internal customers”, your co-workers, colleagues and employees, support your efforts to sell and they provide the customer service after the sale that is key in promoting loyalty among your customers.