It’s all about the Relationship

From a deck that we use at Illumineto introducing investors to the pain that we solve.

Right? You buy a new computer or a new car — it all comes down to a few things:

  1. How comfortable you feel in making the purchase
  2. What you are offered
  3. What the warranty is
  4. What you can afford

How many times in our lives did we make a purchase and say “dang it — I should have bought that other brand; they were a bit more expensive, but, they take care of their customers!” Most likely you are saying these things because you had a failure or a break-down.


We really need to think about every step of the engagement process. We no longer live in a world where a product can “stand on its own”. It has to demonstrate the pain that it will solve, the first time and every time. It has to make life easier for the buyer — be it a new smart phone you can talk to or an EpePen that isn’t painful or, for that matter, a doctor that listens and take the time to get to the bottom of the pain.

It’s like gravity and how the moon stays in our orbit. Not to much to bring it crashing down on us, not to weak where it floats away.

That’s it in a nutshell isn’t it?! We have to build that relationship with our buyer that is engaging. One that brings them to us and doesn’t push them away. One that stands out above all others. One that makes them want to do business with us because, well, we have that “pull”.

If you want to learn more about engaging relationships, check out Illumineto — where everything that we do is about starting and strengthening that relationship.

PowerTip: How to gauge your success

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