If you sit in the pain with a customer, they will be more likely to sit with you in the sun
If you sit in the pain with a customer, they will be more likely to sit with you in the sun. Address every single objection, every hesitation, every doubt—because that’s how true partnerships are forged.
Once upon a time, I had a customer who rebuffed multiple meeting attempts…
When they finally reached out, they were upset—not because I had been persistent in trying to connect, but because we hadn’t thought to include them in a key community initiative.
No matter what, when a customer will talk to you, there is an opportunity.
Leveraging AI and LinkedIn, I studied what this executive prioritized, what they had written in their summary, and what their organization stood for. It became clear that their communication style was different from mine.
Humantic AI and their LinkedIn profile summary told me they were:
Fact-driven, not story-driven.
Proud of what they were building.
Wanting to be recognized as an industry leader.
That meant I had to adjust my approach:
Short, concise messaging instead of long-winded emails.
Showcase how we could swarm them with resources and executive sponsorship.
Recognize their contributions to our mutual customers and the industry at large.
This wasn’t about selling. It was about earning trust and proving our commitment.
So we went all in:
We introduced them to over a dozen executives.
We spent an entire day onsite with their leadership team tackling pain points head-on.
We developed a clear roadmap to eliminate blockers and accelerate impact.
The outcome?
Over 2 years, we went from an afterthought to a strategic partner and an 8-figure deal.
They invited my team into their all-hands meetings.
We did business across every solution area.
They became a tentpole customer, engaging regularly with our industry leaders.
Relationships beget deals.
But before deals can happen, you have to prove that you’re not just showing up to collect a check. You have to show up to create value.
And here’s a pro tip: Want to understand a customer before you ever meet them?
Read their LinkedIn profile.
How do they describe themselves?
What do they highlight in their summary?
If they call themselves a “tough negotiator,” you better be ready for that. If they pride themselves on innovation, you need to match that energy.
Partnership isn’t just a word—it’s an action. And when you truly commit to it, the results speak for themselves.
#Sales #CustomerRelationships #Partnership #Trust #Leadership #AI #LinkedIn #Growth #Success
