Is Relationship Building Hogwash?


Someone asked me the other day, “Why build a relationship with customers when you can just sell to them?”

I asked this person how much money they’re making selling online.
And their answer was nothing.

True, they haven’t even put up their first website yet. They have no list and no products.
But they’re sure that you don’t need to build a relationship with prospects – just put your links out there and people will buy.

I asked this person why they don’t do that on social media – just post links to products and make sales.

And I loved their answer: “Oh yeah, I’ve been doing that. I’ve posted a half dozen different links probably 20 times each.”
“And how many sales did you make from that?” I queried.
“None yet, but I expect the sales will start rolling in any day now.”
As they say, “Good luck with that.”

Imagine for a moment that you’re surfing online. Maybe you’re on social media, or a blog, or where ever. You see a link. You click the link. And it takes you to a sales page.

What do you do? 9 out of 10 people will click away within seconds.
The other person maybe checks it out for a moment, and then leaves.

No sale.

Now imagine you’ve been following this person online. You like them. They’re interesting, entertaining, and most of all they give you good information.

One day they recommend a product. And because you know, like and trust this person, you check it out. You like what you see. And hey, it’s recommended by someone you trust, so you buy it.
Big difference, right?

Now the question is, how exactly do you build rapport with your audience?
It’s not by throwing affiliate links at them. At least, not right away. True, you can try to upsell them when they fill out your squeeze page form. It’s a good way to monetize your list building so that it pays for itself.

But most people won’t buy yet because they don’t know you yet.
That’s why you want to send them to a blogpost or “about me” page that tells them about you, your lifestyle and what you believe.                                     

Your goal is to resonate with your new subscribers, or at least some of them. You’ll repel some, too, but that’s okay. It’s all about building your tribe – find the people who will follow you and love you and your content and yes, your recommendations, too.

I’ve seen some marketers hit their new subscribers with a page full of their products. WHAM! It’s like a slap in the face. “Now that I’ve got you here, I want you to BUY BUY BUY!”
Which is a really good way to get your new subscriber to RUN, RUN, RUN.

Do you know how to sell $3,000 a month coaching?
Sell them a $10 ebook. Follow up with amazing content. Sell them a $50 product that blows them away. Spend a few weeks or months demonstrating that you are the person they can get to know, like and TRUST.

Then present your $3,000 coaching program, and you won’t even need a sales letter.
“Hey folks, I’m opening my coaching to 3 new clients. Here’s where you sign up.”

Yes, it works. Like gangbusters. And yes, you’re taking the long view approach, but it’s the method that works, so why not?

Or, you could just throw out handfuls of affiliate links, and hope that sooner or later someone buys something.


Have a great day,


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