Do you want more sales? Then relationship selling is a great way to accomplish that goal. However, you must be prepared to consistently demonstrate your reputation, personal integrity and unquestionable business ethics if you truly embrace this sales strategy.

What makes relationship selling such an advantageous sales strategy? Simply speaking, it is all about people relating positively to other people. When I can relate to someone, I have the opportunity to begin to build trust. People buy from people that they trust before they buy from complete strangers.

The key to effective relationship selling is understanding how business ethics or values, reputation and integrity when united build a competitive advantage. Laurel Cutter was quoted as: Values determine behavior, behavior determines reputation; reputation determines advantages. When you consistently demonstrated those non-negotiable business ethics and personal values, you will create your own competitive advantage.

So if a competitive advantage can be secured through consistently demonstrated business ethics, then why are so many companies failing? That answer is quite simple because most small businesses that are failing at one a minute in the United States do not have a strategic plan.

The strategic plan is all about who does what by when. However, before the first goal can be committed to writing, the business owner or executive team must decide about the core foundational business statements.

Many business consultants to executive business coaches along with all of the hundreds of books on business planning begin with the vision statement. This statements answers the question: Where do you eventually want your company to go? However, I believe that the first question to be answered is: How do you want everyone to behave?

And then, are you as the owner willing to make a commitment to this statement first and foremost. Are you willing to terminate anyone who violates this statement? Are you willing to acknowledge those who live by these words?

When you reputation is seen by others and is consistently demonstrated by everyone associated with your company, you will gain a competitive advantage. Your sales will increase and you will be known by what you do and what you do not do to get that sales order.