The Law of Connection

It’s no secret that people buy from people they like – buyers understand that long-term partnerships with their vendors will serve their needs better, and that means they’re committing to spend a good deal of time working with their salesperson. When long-term stability in a partnership is the goal, you’d better believe that it’s important for the buyer and the salesperson to get along! Don’t get me wrong, the best product or service usually wins out in RFPs, but having a strong relationship with the buyer goes a long way in building trust in the intangibles like customer service and accountability.

So how do we go beyond just building the initial rapport and meaningfully connect with our buyers to build towards a strong, long-term partnership? Well, New York Times Best Selling Author John C. Maxwell looks at this question through the lens of leadership and has outlined eight principles that form the cornerstone of effective connection. He argues that mastering these principles and, in-turn, the skill of connection can set leaders apart. Let’s delve into these principles and explore how they can transform the way we lead, communicate, and build meaningful relationships.

1. Connect with Yourself:

Before seeking to connect with others, it’s essential to understand and connect with oneself. Self-awareness, acknowledging strengths and weaknesses, and staying true to one’s values lay the foundation for genuine connections. Leaders who are in tune with themselves radiate authenticity, earning the trust and respect of those around them.

2. Communicate with Openness and Sincerity:

Open and sincere communication is the bridge that connects individuals. When leaders communicate transparently, sharing both successes and challenges, it fosters an environment of trust. Honest conversations build credibility, making it easier for others to connect with the leader on a deeper level.

3. Know Your Audience:

Effective communication involves tailoring your message to suit the needs and preferences of your audience. Whether leading a team or addressing a diverse group, understanding the unique characteristics of your audience enhances the impact of your message. This adaptability demonstrates a genuine interest in connecting with others on their terms.

4. Live Your Message:

Actions speak louder than words. Leaders who live out the values and principles they advocate gain the admiration and trust of their followers. Consistency in behavior reinforces the authenticity of the leader’s message, creating a powerful connection with those who look up to them.

5. Go to Where They Are:

Connecting requires meeting people where they are, both physically and emotionally. Leaders who demonstrate empathy and understanding of others’ perspectives create an inclusive and supportive environment. This willingness to engage on a personal level fosters stronger connections and promotes a sense of unity within a team.

6. Focus on Them, Not Yourself:

Shifting the focus from self to others is a hallmark of effective leadership. By prioritizing the needs and concerns of team members, leaders create a culture of collaboration and support. A leader who genuinely cares about the well-being and success of their team members builds enduring connections based on mutual respect.

7. Believe in Them:

Instilling belief in the abilities of others is a powerful motivator. When leaders express confidence in their team members’ potential, it not only boosts individual morale but also strengthens the collective resolve to achieve shared goals. This unwavering belief creates a positive and empowering connection that propels the entire team forward.

8. Offer Direction and Hope:

Providing a clear vision and direction gives purpose to the connection. Leaders who articulate a compelling vision inspire others to align their efforts toward a common goal. Alongside direction, offering hope in challenging times instills resilience and fortifies the connection between leaders and their teams.

I like this perspective on connecting with others through the lens of leadership because I feel very strongly that buyers respond positively to salespeople who demonstrate leadership qualities. Great leaders are often times also great salespeople because they’re self-aware, genuine, and empathetic; all the things you need to be to build trust and connection with prospects. In this way, Maxwell’s principles don’t just serve as a guide for leaders who aspire to build meaningful and enduring connections with their team, but also for salespeople looking to elevate their abilities to build long-term partnerships with their clients. By incorporating these principles into our leadership philosophy, we can cultivate environments where our clients and us thrive, collaborate, and achieve extraordinary results together.