Longer is Much More Gratifying: Business Relationships That Work

I subscribe to far too many mailing lists.

My assistant creates filters in my gmail account so that I can sort the wheat from the chaff on a regular basis, but even I recognize I’m still on far too many lists. Some lists I’m not even sure how I got there – or they only send me an email once every blue moon, so I forget to unsubscribe before I hit the delete button.

Today, I got an email from one such list. But I shan’t be unsubscribing just yet.

One little sentence saved him from the dung heap.

Normally, I don’t like ezines that force me to click through to read the article. But his title was compelling, revealing the business trend we witnessed in 2009 – how 7 figure companies were fast dwindling into 5 figure companies due to a failue to adapt to change.

The one little sentence that caught my eye (despite the problems with formatting on the page)?

“It takes us longer to convert a lead into a customer but it is much more gratifying in the end.”

Hello! Welcome to the world of marketing your business!

Gone are the days of sticking a business card in your prospect’s face and expecting them to buy a couple hundred dollars worth of your product. In fact, Bob suggests that going after bigger ticket clients is actually a better strategy because they understand the value of your product, and are less likely to shop based solely on price.

The reality of that, however, is that people who shop based on value take a little more time to assess, resolve and decide to make the purchase.

I’ll have a guest that attends 3 or 4 parties before they ever purchase a thing. I’m on the verge of writing this person off as uninterested just as they are whipping out their checkbook to pay for a $300+ order.

I wish I was joking, but I’m not.

See, the flip side to our “instant gratification” world is that there are still people that believe in taking their time, doing things the right way, and NOT rushing into anything. In our rush to service the next in line, we sometimes forget what serving our clients is really all about: finding their needs, and helping them make decisions that will improve their lives.

And sometimes it takes more than four point two seconds to determine if the value of your offering really is better than the other guy. Sometimes value is determined by how much time you actually SPEND WITH the client.

This isn’t just a direct sales application. This is a life application. Our best friends are usually the ones we’ve known the longest – or it at least “feeeeels like we’ve known them foreeeeeeeever”. Longer relationships are much more gratifying.

That’s the dilemma of social media. So many direct sellers have jumped on the SM bandwagon thinking it’s the road to fast riches. NO. Just like eveything else bout direct sales, it’s not get rich quick. It’s get rich by building relationships – on a national platform instead of a local one.

So if someone sold you that bill of goods, my apologies. The strength in any relationship – business or otherwise – lies in the number of genuine, valueable connections you have with that person. Sometimes you can take shortcuts, but you can’t short circuit the entire process.

© 2009 Lisa Robbin Young.

Please do not alter it and include the following information (with active links as appropriate):

Lisa Robbin Young is a certified direct sales marketing coach, teaching direct sellers to grow their business like a real business instead of an expensive hobby. Sign up for her free weekly ezine at


  1. vdavisson

    In my Direct Sales organization, our founder reminded us to "make it about our customer." Little five dollar sales can turn into $100 sales with a little patience and dedicated listening. Cautious customers can be very loyal once you show them you care about more than their checkbook.

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