Too many sellers think being friendly is enough. It isn't.

If the customer only hears from you when it's renewal time or when there's something new to flog, you're not a partner - you're a vendor.

And vendors are easy to replace.

In this episode, the focus is on what it really takes to build genuine, lasting relationships in complex B2B sales.

Relationships that win repeat business, reduce price pressure, and create referral engines that power long-term success.

What's Covered

· Why most sellers confuse being friendly with actually building trust

· Five behaviours that deepen long-term customer relationships:

o Solve, don't sell

o Stay relevant between deals

o Deliver on promises

o Create win-win outcomes

o Celebrate customer success

· The STAIRS model – six practical ways to stay visible and valuable after the

initial deal is done:

o S – Social: Stay active where your clients are

o T – Thanks: Small acts of recognition go a long way

o A – Ask: Show genuine curiosity and ask for feedback

o I – Invite: Extend opportunities, don't wait for them to come to you

o R – Review: Focus on value, not just activity

o S – Share: Provide insights, trends and benchmarks to help clients succeed

This Week's Action Step

Take the STAIRS model and apply it straight away. Ask:

• Where can you engage socially?
• Who deserves a thank you?
• What's changed in a client's world recently?
• What can you offer that adds value now?
• When's your next meaningful review?
• What insight can you share today?

Small, consistent actions lead to bigger, better, longer-lasting partnerships.

Resources: Fred's books:

• Selling Through Partnering Skills
• Hybrid Selling
• Ethical Selling

Connect with Fred on LinkedIn to share your thoughts and hear more.

https://linktr.ee/fredcopestake

Take the Collaborative Selling Scorecard

https://collaborativeselling.scoreapp.com/

Watch this episode on YouTube

https://bit.ly/44UGo72