BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - 14

FEATURE

|

BY MARK MITCHELL, WHIZARD STRATEGY

CHANGING
RELATIONSHIPS
IN BUILDING
MATERIALS
F

or years, building
materials salespeople
have been telling me
that relationships no longer
matter. Most of the time,
it's because they're using
the wrong definition of a
relationship. They thought
relationships meant:
1.	 My customer will continue to
buy from me (forever).
2.	 They will not seriously consider
buying from someone else.
3.	 They shouldn't expect me to
have better prices or service.
4.	 We have a personal relationship
that gives me a pass.
On those definitions, I agree with
them - that type of relationship is

14

NEWS MAGAZINE | BSIA NEWS | FALL 2020

over. But that doesn't mean other
kinds of relationships aren't still
very important.

WHAT DO WE MEAN BY
"RELATIONSHIPS"?
Let's start with a little bit of
definition. When we talk about
relationships in business, what do
we mean?
The Oxford Dictionary defines
relationship as "The way in which
two or more people or groups
regard and behave towards
each other."
Business relationships can be
between:
*	 Two people, such as a salesperson
and a customer or two company
leaders.

*	 Two organizations, such as your
company and your customer's company.
*	 A person and an organization, such as a
customer with your company.
A relationship can be good or bad for
both parties, or good for one and bad
for the other. Relationships take time to
develop, but they can also be damaged
easily and quickly.

PERSONAL RELATIONSHIPS
ARE AT RISK
In an age of sales funnels, CRM and
marketing automation, the customer can
easily become lumped in with similar
customers, making them just a piece
of data.
It goes something like this:
1.	 Customer took this action.
2.	 We (our computer) responds this way.



BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020

Table of Contents for the Digital Edition of BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020

Chair’s Message
Board of Directors
BSIA News and Events
In Memoriam
Calendar of Events
Orion Award Winner Stories
Power to the People
Three Tips for Effective Virtual Networking During Covid-19
Changing Relationships in Building Materials
President’s Message: Last Word
BSIA Affinity Partner Program
Index to Advertisers
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - Intro
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - bellyband1
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - bellyband2
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - cover1
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - cover2
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - 3
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - Chair’s Message
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - Board of Directors
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - BSIA News and Events
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - 7
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - In Memoriam
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - Calendar of Events
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - Orion Award Winner Stories
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - 11
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - Power to the People
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - Three Tips for Effective Virtual Networking During Covid-19
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - Changing Relationships in Building Materials
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - 15
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - 16
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - President’s Message: Last Word
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - Index to Advertisers
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - cover3
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - cover4
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - outsert1
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - outsert2
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - outsert3
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - outsert4
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