Hey, Relational Leaders,

I had a great conversation this week with one of my coaching clients.

He’s got some big sales goals on the board. You know that feeling—trying to stretch but also stay true to how you want to grow.

So he asked me, “Brian, my branch manager wants me to go out and market this unique product we have, but I can’t get through the gatekeepers. What should I do?”

And I paused. Because honestly, my first answer was, I don’t know.

Here’s why.

That’s sales.

If you’ve followed anything I teach, you know I’m all about relationships that produce referrals. The right mindset. The right methodology. The right messaging.

Now, don’t get me wrong. His branch manager’s idea wasn’t bad. It’s a great product. The problem is the approach.

He was being told to go sell a product.
But what he really wants is to build a business around referrals and relationships.

And those two things don’t mix well.

When you’re selling products, that’s sales.
When you’re building relationships, that’s referrals.

Referrals come from something deeper: emotional loyalty.

(Check out the video for more, or read on below...)

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Emotional loyalty happens when someone has a series of positive experiences with you over time. It’s not about one big pitch. It’s about consistency. Showing up. Serving well.

So instead of pushing a product, we built a plan.

He’s now collecting, organizing, prioritizing, and engaging his relationships intentionally. Energizing them with small, meaningful touches that build emotional loyalty.

And you know what he said?
“This feels so much more authentic than trying to break down doors and sell something.”

That’s it. That’s the shift.

If you want a referral-based business, stop trying to sell your way there. Build your way there.

Start with your list. Collect your relationships. Organize them. Prioritize them. Then engage.
Do it consistently with positive, emotional experiences over time.

That’s where the magic happens.

That’s how you build a business people run through walls to be part of.

So here’s my encouragement for you today:
Don’t sell products. Build relationships.
Create emotional loyalty.
That’s where long-term success lives.

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Here to help,
Brian

P.S. If you’re serious about building a referral-based business and want help putting that framework in place, reach out. I’d love to walk you through it.

Whenever you're ready, there are 2 ways I can help you:

1. Get unstuck and build momentum in just 12 weeks with The Boardroom
2. Get referral partnerships that take you places marketing can't with Referral Partner Transformation

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