(forgive for the re-post, this was recovered after a technical glitch or two)

Communitech’s Titan Learning Series event yesterday was focused on getting better at creating deep executive business relationships, featuring Dr. Jeffrey Kaplan.  Kaplan’s session was the second in a series of development Communitech is hosting (the first was a session with Keith Ferrazzi, the next is a sales seminar with Jeffrey Gitomer, who is returning to us on a wave of critical acclaim).

Whenever I attend a learning seminar, I tend to lend it a critical eye. I try to be sure the seminar was worthwhile (time and money),  and  I expect a well-founded argument or theory, based on a wealth of research, and just the key highlights of the findings. What I hope for is something I can take away and use to improve myself or others I encounter.

Kaplan’s theory boils down to the idea that we have artificially segmented our business relationships from our personal relationships. It took about two audience-interactive exercises for Kaplan to prove the validity of the argument. He spent the rest of the time identifying how to use the information to one’s advantage.

Radical Concept 1: Treat your business relationships with the same care and approach as you would your personal relationships.

The three highest value attributes we place on personal relationships are the same used in our professional lives: trust, communication and integrity/honesty.  

Radical Concept 2: Your best possible bet with creating a strong business relationship is being authentically yourself.Authenticity is the key to business relationships. Being yourself allows us to form deeper bonds with our clients and business relationships, underpinning stronger communication and mutual goal-setting.

Radical Concept 3: Creating deep reciprocal relationships with clients hinges upon understanding client needs, being responsive, and caring that your solution will directly positively affect your client’s life (not just their work, workplace, or your relationship with them).

Kaplan reports when you are holistically connected to your client’s goals, not just in terms of the cash value of the deal, you’re far more likely to get a bigger and better deal, secure repeat business, and gain referrals/spin-off business. You’re also more likely to expand your influence and constantly get better at maximizing all aspects of your business and personal dealings.  This is the jumping off point for the tactical how-to points.

Some of Kaplan’s message is well-understood by people who are already effectively maximizing their relationships. We probably already knew the secret to their success was not what CRM they use, or even that they have the best product or service to sell. We know they actively engage and manage their business relationships, because we are among them and benefit from knowing them.  For the rest of us, Kaplan’s message serves not only as a reminder that businesses are nothing more than collections of people we need to work with, but also as a personal motivator to do better at managing high-level connections.

In short, throw out your CRM, because you’re probably tracking all the wrong information. Bind your success to the success of your business client. Fully understand your client’s needs, and be responsive to them. Understand what is important to that person’s life goals. Unlocking the deeper personal relationship in the business deal is the key to maximizing that relationship.

Kaplan could have spent another couple of hours on tactical activities: segment your top 10, your next 25, and the rest. Communicate regularly with them, with an authentic focus on their personal, individual needs. Communicate on their terms. Spend time learning about them and their personal as well as professional goals. Learn a ton more in Kaplan’s co-authored book “Who’s Got Your Back?” 

Thanks to Communitech’s Titans of Technology Partners for making the session possible: Agfa, Atria Networks, Certified Management Accountants, Christie Digital Systems, COM DEV, Data Perceptions, Desire2Learn, Gowlings, INO, KPMG, Laurier School of Business, Manulife, MKS, Moxy Media, OnSemiconductor, Ontario Centres of Excellence, Open Text, Research In Motion, RBC Royal Bank, Sandvine, SpencerStuart, St Jacobs Country Inns, Tech Capital Partners, The Waterloo Networking Company, Waterloo Region Record, Xylotek, 570 News.

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It’s always tough to try to capture the essence of a great speaker. Kaplan’s leadership on relationship development is no different, so I often think I should append an event-follow-up post such as this with a caveat – something like: if you want the real story, go to the source. Remember a post like this one is one take on experiencing an event, and doesn’t represent the interests and insights of the presenter,  host organization nor the attendees at the event – just my own.

–Thom