Building Relationships –Your Competitive Advantage!
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Not marketing. Not strategy. Not technology. It is building relationships that remains the ultimate competitive advantage in business today both because building relationships is powerful and yet so hard to start and sustain.



I recently returned from a trip to Spain where I facilitated a team building workshop with participants from two beverage companies. They were holding an annual meeting in Madrid and the goal of the meeting was to truly understand how they could work better together – as one team.



For over a year they had communicated their desire to do business together, but the one thing they struggled to resolve was agreeing on a contract they both could sign. I was told there were numerous reasons, and delays for not signing the contract. They were hoping my workshop would unleash this gridlock. Before I continue with the story, let me introduce you to the two teams: Team #1 represented key employees from a global beverage company. They flew in from all over the world to attend this meeting/workshop. Team #2: came from Eastern European and managed a beverage business in their local country. Both companies focused on the same type of beverages, appeared to have a similar goal(s) but they could not agree on key components of the contract and therefore a contract was not signed. So prior to entering the room, I was told tensions were high and the relationship was strained. No pressure right?



As I walked into the room, one of the key things I was reminded of was the importance of taking the time to build relationships. Relationships are all around us – we have relationships with our significant others, our children, our parents, our customers, our colleagues, our pets, and even a relationship with the dry cleaner and the butcher. It’s unavoidable. Yet it’s a very sensitive topic because at the basis is trust – or the willingness to be vulnerable.



Why is trust so important? I believe trust is important because it creates a safe environment that unites people. At its most primal nature, it helps us believe we can continue to exist and moves us forward toward survival.



Back in Madrid, I listened and watched as both teams reasoned their way to trust. This is what I heard:



“You should do as I say because I’m an expert.”



“You think in terms of profits, we think in terms of volume.”



“We don’t even have the same goal?”



“This beverage isn’t successful in our local marketplace!”



“You didn’t follow the guidelines we provided you last winter—that’s why it is not successful.”



These comments were circling around the room yet no one addressed these comments or questions. Everyone was positioning themselves based on what they needed –individually. What was missing was the question – what do we need? What is the joint strategy or collective goal that together we’re trying to achieve? It appeared that both companies were protecting their turf; their best interest.



I delivered my workshop where we focused on learning about who we are, understanding our unique strengths and in turn understanding how to honor and leverage the strengths of others through a context of trust.



As I left Madrid, this is what I knew for sure: in life we’re part of numerous groups of teams and relationships. A relationship of any kind will struggle if a common goal or purpose is not identified and given importance and focus. And when a relationship is built on a foundation of trust, that relationship becomes a journey toward something bigger than itselfand when it does, roadblocks and problems can be solved and therefore, the rewards will be great.



Remember --not marketing, not strategy, not technology but relationships are the competitive advantage in life and for your career development.



How have you added relationship building into your success portfolio?