Feelings – The Source of Relationship Selling

Why does someone select a certain TV show, for example, over dozens of other alternatives? 
The knee jerk answer is that he/she “likes” the show.  But why?  Why does someone “like” the Tonight Show, or Game of Thrones or an NFL game?
The simple but deeper answer is that when a person watches a show she likes, it makes her “feel” good.  And as human beings, when we find something, or SOMEONE, that makes us feel good, we tend to seek out that experience again . . . and again.
This is the secret sauce of superstar salespeople, particularly in commodity type sales where there is not much to distinguish between competitive products or services.  The products or services may look very much alike, but the salespeople themselves are usually very different. And it’s the salespeople who understand what makes their customers feel good in terms of their relationship, and who leave less empathetic competitors behind. 
I like to ask a simple question every time I get off the phone or leave a meeting with a client. 
Besides the pure business we discussed, was I able to lift my client’s spirits, even just a little? 
If I did, and I consistently do so, the compound interest of goodwill I can generate over time is truly awesome.


Published by


The character of "Mr. Shmooze" is larger than life. He is the creation of Richard Abraham, president of The Richard Abraham Company. Mr. Shmooze™ is a composite of the greatest salespeople in the world, and the insight offered through the platform of Mr. Shmooze products is designed to give salesmen and women a powerful advantage—turbocharging their sales results!

Share a Comment

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s