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This chapter is from the book

Write—and Write Some More

From composing concise emails, to posting on social media sites, to creating detailed Relationship Development Plans, writing is a critical tool for forging High-Return Relationships. Writing offers an opportunity to connect beyond the one-on-one time you spend with a customer—to elaborate on your products or services, to ask questions that demonstrate your desire to get to know that person and his or her business, and to share insights and resources. Through writing, you present yourself and what you have to offer on another level, adding depth and dimension to the High-Return Relationship.

Writing helps you understand yourself better and makes you better understood. Putting pen to paper or fingertips to keyboard forces your thoughts into focus, helps you make elusive connections, and sheds light on answers that were just out of reach. Writing helps clarify your sales goals. It makes ideas tangible. It provides perspective. It’s a conduit for organizing, prioritizing, and analyzing. Writing demonstrates commitment.

When you laser-focus your time and energy to write a well-thought-out proposal for the new healthcare technology you’re selling or the new assisted living program you’re promoting, you breathe life into your vision and show that you’re serious about taking action. It shows that you’re smart, well organized, and committed to building the relationship through specific, realistic, mutually beneficial actions.

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