The Total Relationship Experience Engineered To Last

By Patrick McMurray

I was given the opportunity to open a book titled TRM 2000; 100 immutable Marketing principles by Mel Kaufman. In the past I’d been introduced to countless publications that professed holding the key secrets to success, after a few chapters realised the only thing that took hold was familiar techniques void of any guiding principles. But in this particular case I threw caution to the wind and trusted the judgement of my colleague, so began turning the pages.

A simple fact
In geometry a corollary is a mathematical truth that never varies. Truth is constant in thoughts words and actions. A Kaufman corollary is a business truth that never varies whether you sell tacos or Trump Towers. Each business truth is constant, only the decimal changes.

Corollary number one
Rip off your corporate badge and treat everyone as an equal; whether you’re a business baron or a bus boy, a CEO or secretary, a judge or a janitor. It makes no difference because information is the key; it is information that levels the playing field. In fact a secretary with her finger on the hold button knows more than a CEO will ever disclose; you cannot see eye to eye when you are looking down your nose at another.

It was these powerful phrases that immediately conformed to my own inclinations about the formation of relationships through life. Its foundation must be based on mutual trust respect and consideration. I used this as a working hypothesis.

Wading through a labyrinth of business networks the common obvious denominators were the lack of relationship building principles, which were shunned in favour of short term gain. The general inability of business owners to listen and contribute was obvious at every event I attended. I continued a disciplined practice of listening, observing and contributing, leading by example and influencing others to commit to a similar strategy. Giving is the first creation, receiving is the second.

Properly practised these principles of relationship building can definitely accrue to ones own account of good deed, conversely, ill practised will slide into debit. Think of it as buying blue chip shares. Every month, apart from normal market dips and dives they gain value paying regular dividends. Your wise investment bares the fruits of material wealth. Investing in relationships follows the same upward trend but the intangible value is greater than the tangible value. It leads to great wealth of developing business through friendship and friendship through business. But don’t be mislead; the key to success in this particular arena is intent, sincerity of purpose; ulterior motives will always cause your own down fall, because it is a direct reflection of insincerity.

When an architect designs a new building he will inevitably engage the services of a competent engineer to calculate live loads, dead loads and wind loads and design the foundation accordingly, so the future structural integrity of the building is assured. Similarly the foundation of relationships must be structured for future growth. In fact relationships are engineered; there is structure, order, purpose and benefit. Like constructing a complex high rise you build block by block in logical sequence until the final touches are complete. Then a preventative maintenance plan is applied for sustainability.

WIIFM, an acronym for “what’s in it for me” often loosely phrased and typical of expectated outcomes of generic networking. But, we turn it around, “what’s in it for me” “it’s all about you” This is the bottom line for a small group of Perth business men; coming from a base of contribution; the first creation in total relationship marketing.

Article Source: http://interpret.zar.vg

About The Author
Designer and purveyor of luxury handmadedesigner silk ties, a charming collection of designer cufflinks and an avid believer in WIIFM Perth Networking