There has been a lot of ink spilt over the topic of customer relationships.

CRM, customer relationship management, has become a mini-field.

And countless salespeople start their cold calls by telling prospects they’d like to develop a relationship with them.

But people don’t agree to developing relationships, as a general rule.

Mark thinks Megan is delicious and he asks her out for a cup of coffee. She agrees, they hit it off, and the next thing you know, they’re a steady item, they’re in what you could call a real relationship.

Mark didn’t ask Megan out for “a relationship,” but for a latte or an expresso. Relationships evolve, but usually after we have agreed to do something minor that involves a relatively low amount of risk.

Today, one of my international seminar partners suggested we invite a prestigious third party to co-distribute our courses and electronic training programs. In his note he spoke in broad terms about medium and long-term possibilities.

I came back and said we need to pin down very specifically what we want to do, FIRST.

Spell out a proposal they can understand and approve of immediately. Delineate it in time and space and dollars. Make it specific, complete, and easy to endorse.

Then, you have something.

If they agree to a cup of coffee, and they like your company, they’ll be delighted to take in a movie or more with you, as well.

What about that relationship?

Don’t worry. It will take care of itself