Inside BS Show

In this show, I discuss some reasons why relationship selling is so effective, no matter what your product or service is. If you want to know how to win a client, there are a couple of approaches that you can try; however, only one will help you be more successful.

I’ve worked with Pat Murphy of Heartland Payment Systems since 2008. During that time, we’ve had many conversations about the ways to sell credit card processing. I use that company as a case study to demonstrate the effectiveness of relationship selling.

The way most people do it is to go into one store after another – one pizza shop after another. You knock on doors and ask the owner if they want to save money on credit card processing. 

This transactional approach to selling focuses on the product that you’re offering. You talk about the benefits and features and hope that the client will be interested. This approach can work for some people but if you really want to know how to win a client, I think there’s a better way.

The other way is the consultative sales approach. This approach demonstrates why relationship selling works because you first get to know the business owner. Once you get to know them, you introduce him/her to people who can do business with them or people who can solve a problem. This way, you’re offering value before you’ve even made a deal. 

Rather than knocking on the door of a business and immediately talking about your credit card processing, you start with rapport, which leads to trust.

This is the perfect illustration of how to win a client using relationships. The reason why relationship selling is effective is that it allows you to demonstrate your value. If it works with credit card processing, it can work in any business.
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Show Notes

In this show, I discuss some reasons why relationship selling is so effective, no matter what your product or service is. If you want to know how to win a client, there are a couple of approaches that you can try; however, only one will help you be more successful.

I’ve worked with Pat Murphy of Heartland Payment Systems since 2008. During that time, we’ve had many conversations about the ways to sell credit card processing. I use that company as a case study to demonstrate the effectiveness of relationship selling.

The way most people do it is to go into one store after another – one pizza shop after another. You knock on doors and ask the owner if they want to save money on credit card processing. 

This transactional approach to selling focuses on the product that you’re offering. You talk about the benefits and features and hope that the client will be interested. This approach can work for some people but if you really want to know how to win a client, I think there’s a better way.

The other way is the consultative sales approach. This approach demonstrates why relationship selling works because you first get to know the business owner. Once you get to know them, you introduce him/her to people who can do business with them or people who can solve a problem. This way, you’re offering value before you’ve even made a deal. 

Rather than knocking on the door of a business and immediately talking about your credit card processing, you start with rapport, which leads to trust.

This is the perfect illustration of how to win a client using relationships. The reason why relationship selling is effective is that it allows you to demonstrate your value. If it works with credit card processing, it can work in any business.

What is Inside BS Show?

Would you like to work with better clients, make more money, and build a business that gives you true freedom?

Have you struggled with the loneliness that comes with working long hours and solving the dozens of complex problems you face as an entrepreneur?

Do you ever feel like the most valuable business secrets are shared behind closed doors—where only insiders have access?

Welcome to The Inside BS Show—your daily invitation to step behind the velvet rope and into the room where real business leaders talk strategy, success, and scale.

These are your people. They've been where you are, and they've gone where you want to go. But most importantly, they feel your pain and can help it go away.

If you're an entrepreneur, CEO of a private company, or leader of a professional firm, this show is your secret weapon.

On each show we break down the business growth strategies that insiders use to win—revenue generation, building influence, succession planning, hiring top talent, navigating legal minefields, and crafting an exit strategy that maximizes value.

But this isn’t just a podcast—it’s a community. We don’t just talk at you; we bring you into the conversation.

Your host, Dave Lorenzo (The Godfather of Growth), gives you an exclusive front-row seat to the insights, strategies, and behind-the-scenes conversations that drive business success.

A new episode drops each Wednesday at 6 AM.

Want to connect with Dave? Call (305) 692-5531.

What are you waiting for? Join us ON THE INSIDE.