Take a page from Dale Carnegie's "How to Win Friends and Influence People" when embarking on the B2B company buying journey.
If the customer relationship is key, how do we build hundreds, thousands, or millions? In 1936 Dale Carnegie wrote "How to Win Friends and Influence People." Many decades later it stands the test of time as one of the most influential relationship self-help books of its time and today. With a mere 15 million-plus copies sold, I turn to Dale and his immutable principles to help us understand the foundations for building digital relationships.
Here are Dale Carnegie's "six ways to make people like you" principles aligned to the B2B company buying journey.
Remember, Dale didn't write this book for charity or to encourage people to join the Peace Corps. Nope, he wrote it because he believed that those who were able to win friends (relationships) and influence people (power) would rise to the top, build careers, make more money, have more influence, and ultimately live a more enriched life doing so. OK…and it possibly makes this world a little better by doing so. And I believe the same. It's a latent approach to success. Give first, build the relationship second, sell third. In a digital world where your competition is a good digital experience away, it's the only way.
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Thad Kahlow is the CEO of BusinessOnline and is responsible for the entrepreneurial leadership of all operations. His visionary leadership style has helped propel the company into the online marketing spotlight, making BusinessOnline one of the nation's leading digital agencies. He focuses on the alignment of business goals and customer needs so our clients can make business decisions guided by information that matters. Thad's "roll-up-the-sleeves and get it done" attitude coupled with a commitment to client relationships allows him to effectively direct the agency to support large engagements with sophisticated, global clients.
Thad is considered an authority on online marketing. He has presented at numerous industry and executive conferences including the DMA, HTMA, AMT, and Online Marketing Summit, is published in leading trade and business publications like iMedia, ERA, and B2B Magazine, and was one of the original founding members of the SEMPO institute.
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