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I was making “sales calls” with Robbie Kehl from Hasseman Brewing yesterday. I use the quotation marks, because these were less about sales and more about checking in. We were popping in to places that are already offering our beer, just to see how it’s going. Obviously, if they are out of beer (or if they want other kinds) we can sell more. But these are hardly the kind of cold calls that we all know and love! As we walked into a place that just recently got our offerings, I got “the vibe” from the owner. It’s the feeling most of us in sales know. It’s the one that says “Oh…these guys again? Weren’t they just here? What do they want?” If you are in sales…you know the feeling. So I took a moment to flip the script. After a few seconds of chit chat, I told him I was here to help him. (Scary words from a salesperson, right?). I told him I wanted to take . his picture (holding our beer of course) and promote his establishment through our social media presence. We wanted to use our influence to send business to him. As you might expect, the tone of the conversation changed. We walked out of the establishment (without asking to sell anything by the way), having created value for a customer. We decided to Give First. I have talked about this concept in detail here. But this is a very real world example of how this can work. And the reality is, you can do this in your business too. The rule is…Sometimes you need to go to your customer when you are NOT asking for money. It’s not about making a sale today. It’s about creating a relationship. This is a tactic and philosophy that creates “20 year customers.” And that, my friends, is how 20 year companies are built. How can we give to you today? Make sure you never miss an update. Sign up for our VIP newsletter today here. We send out a weekly email where you can catch up on all the content we create each week!