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a friend in their supplier but for the ones that will, you have to find that common ground. Interests, family, hobbies, this is after all a profession that is built on relationships and this is what it's all about.

Obligation and understanding obligation is important. If you see a customer over lunch or dinner, there is an underlying obligation for him to reciprocate, it is inherent in human behavior to return a favor. This is a very useful tool to understand and not to exploit but to use innocently.

I have learned more from working with people than from books and training courses. My advice is this:
You are the public face of the company, represent them properly and dress and carry yourself appropriately.
Keep it simple, plan for as many contingencies as you can but don't over plan as it needs to be fresh.
Change your approach regularly to see what works best, this also keeps you thinking and on your toes.
Empathize with your customer, understand his needs fully and qualify every word until you are absolutely certain you understand and drop him an email reiterating your understanding of his needs after the meeting.
Lastly, form that bond, make it a challenge to find out what this customer does socially, find out if they live locally and start a social conversation before the business one and remember to always listen.

Learn more about this author, MarkS.
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