Mr. Shmooze: The Art and Science of Selling Through Relationships

Technologies such as smartphones, e-mail, and video conferencing have become the tools that today’s businesspeople are using on a daily basis to try to keep in touch with their clients. Additionally, they are now using social technology such as texting, Facebook and Twitter to engage with their customers on a more personal level. While all of these technologies can help businesspeople maintain their relationships with clients, they do all tend to run together. In light of this, a key question every businessperson is asking themselves these days is - “What can I give this client that no one else can?”

One compelling answer to this question is so simple that many people miss it - put all of those distracting technologies away and coordinate a face-to-face meeting to discuss a client’s needs. This demonstrates an enthusiasm for the client’s business, and the client’s life, with a sincere interest in meeting those needs in order to make that business prosper.

In MR. SHMOOZE: The Art and Science of Selling Through Relationships (Wiley; October  2010; $19.95; 9780470874363), Richard Abraham emphasizes a secret that most businesspeople and salespeople miss: selling is not about taking or persuading - it is about giving.  MR. SHMOOZE explains that the most important thing a businessperson can give to a client is the gift of a genuine relationship.

Abraham’s MR.SHMOOZE gives readers a peek into the life of a superstar salesman, a composite character of some of the most successful and gregarious salespeople in America, through the eyes of his summer intern, Robert. The story unfolds as Robert accompanies Mr. Shmooze on his business meetings with current and potential clients, as he teaches seminars and at social events. During each interaction, Robert learns a new lesson regarding how bringing extraordinary passion and energy to a sale and generating positive emotions with a client can not only create a strong business relationship but can also create a lasting, personal relationship as well.  

MR. SHMOOZE engages the reader in real-life scenarios, as Robert learns how selling is like breathing. When done well, it is easy and natural, and no one even notices it is happening. Mr. Shmooze provides his intern with examples of how building relationships as an emotional bridge in any business relationships can not only bring sales success but can also make a sales person an integral part of a client’s business and life, making the salesperson’s relationship with the client irreplaceable.

Some example relationship-building lessons readers will learn include:

• Excitement is contagious - If a salesperson is excited and passionate about a business or product, the client will catch on.
• Be remembered as a pleasant part of the client’s day -Begin and end each meeting on a personal, upbeat note.
• Building on relationships - Once a businessperson establishes one relationship, he/she is able to plug into that relationship’s greater network as well.