Relationship selling is complex because personalities are involved which is also what makes it so satisfying. Relationships of any kind take time and they are much more likely to flourish if both parties treat each other with the golden rule. Working with people you like is great fun. So the trick is to work with people you like and who will probably like you.

Utilize people who like you to get you started with their colleagues and friends on a warmer note. And most importantly, earn their trust and expect it in return!