This document summarizes a presentation on building relationship capital to fuel long term business growth. It discusses positioning oneself and one's company, and the five relationship management power skills of positioning, hunting, coaching, leading, and farming. It also outlines ten steps for effective relationship management, including selecting key contacts, profiling them, and organizing resources for client value. The overall message is that relationships drive business results and positioning is important for developing relationship capital.

1. Building Relationship Capital to
fuel Long Term Business
Growth
Applying Powerskill #1 - Positioning
Destination Success Conference
Center for Women & Enterprise
May 11, 2004
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2. Business Objectives
• Build Competitive Advantage
• Attract/Retain Clients
• Increase Share of Clients
• Leverage Firm and Partner offerings
• Measurable Improvements in Service Quality
• Create Center of Excellence for
Client Relationship Management
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3. Full PS Course Learning Objectives
• Diagnose RM Strengths and Strategies
• Learn Client Relationship Management &
Development Skills
• Create Climate for Continuous Improvement
• Leverage VIPs for Business Development
• Chart Relationship Action Plans
• Reinforcement learning and Implementation
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4. Today’s Objectives
• Understand @ high level – 5 PowerSkills
• Focus on Positioning: Personal & Professional
Value Proposition
• Review Positioning Building Blocks
• Develop Positioning Building Blocks
• Practice articulating your Position!
• Score your PowerSkills Competencies
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5. Relationship Management
Ten Steps
6. Deliver Your Added Value
7. Create Your Currency
8. Choose Your Dialogue Mix -
Stay in Touch
9. Leverage Key Organizations
and Associations
10. Organize for Client Value
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1. Select Your
VIPs (Top VIPs)
2. Position Yourself,
Your Team &
Company
3. Profile Your VIPs
4. Group Your VIPs
5. Calibrate Your Top VIPs
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6. World Class Leaders
Critical Success Factors
PrivateLabelPeople and
Relationship Smart
Life Long Learning
Entrepreneurial
Technology Enabled
Aligned
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7. World Class Leaders
Critical Success Factors
 Client focused
 Connected
 Manage VIPs
 Collaborative
 Brand
PrivateLabelPeople and
Relationship Smart
Life Long Learning
Entrepreneurial
Technology Enabled
Aligned
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8. World Class Leaders
Critical Success Factors
 Listens, Reads, Adapts
 Has Mentors
 Coaches Others
 Challenging Assignments
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Relationship Smart
Life Long Learning
Entrepreneurial
Technology Enabled
Aligned
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9. World Class Leaders
Critical Success Factors
 Sees Possibilities
 Takes Calculated Risks
 Creates Opportunities
 Autonomous & Leads teams
 Blends Work & Lifestyle
PrivateLabelPeople and
Relationship Smart
Life Long Learning
Entrepreneurial
Technology Enabled
Aligned
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10. World Class Leaders
Critical Success Factors
 Relationship & Contact
Management
 Web/Internet
 Business Applications
 Communications
 Keeps the “Human Touch”
PrivateLabelPeople and
Relationship Smart
Life Long Learning
Entrepreneurial
Technology Enabled
Aligned
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11. World Class Leaders
Critical Success Factors
 Strategy
 Clients
 Team Members
 Marketplace
PrivateLabelPeople and
Relationship Smart
Life Long Learning
Entrepreneurial
Technology Enabled
Aligned
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12. World Class Leaders
Critical Success Factors
World Class
Leaders Build
Relationship Capital
PrivateLabelPeople and
Relationship Smart
Life Long Learning
Entrepreneurial
Technology Enabled
Aligned
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13. Relationships:
Resources or Assets?
RREESSOOUURRCCEE
SS
AASSSSEETTSS
Product Centered Planning Relationship Centered Planning
Focus on Competition Focus on the Client
Compete Collaborate
Use People Grow People
Only Invest in TangiblesAttend to Intangibles
Go It Alone Partnerships
Solution Oriented /
Relationship Culture
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Feature / Benefit
Deal Culture
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14. Relationships
The Integrating Focus of Business Strategy
Clients
Employees
Prospects
Business Partners
Suppliers
Investors
Advisors
Media/Analysts
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B u s i n e s s Pl a n
• Summary
• Finance
• Technology
• Products
• Markets
• Operations
• Distribution
Relationship
Plan
• Survey
assessment
• Value flow
analysis
• Leverage points
• Process blueprint
• Measurements
• Action plans
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15. What is Relationship Capital?
• Share of Mind - stakeholders
• Share of Opportunities - market
• Share of Learning – access to new
ways of doing things
• Share of Resources – ability to get
things done
• Share of Loyalty – among your
VIP’s
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16. The Relationship Equation
Trust Dialogue
R = T + V + D
Value
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Relationshi
p
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17. PowerSkills Competency ModelTM
Relationship Management
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18. PowerSkills Competency ModelTM
Positionin
g
• Establish Value Credibility
• Demonstrate Alignment – inside a
group
• Create Top of Mind Awareness
• Develop Impact Messages
• Project Desired Image
• Convey Values
• Tailor Communications
• Develop Roles
• Build Reputation
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Positioning Hunting
Customer
Value
Coaching
Leading
Farming
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19. PowerSkills Competency ModelTM
Hunting
• Develop Relationship Strategies
• Research Target
• Continually Prospect
• Network Strategically
• Gather Share Intelligence
• Diversify Network
• Interpret Client Information
• Analyze Trends
• Prioritize Relationship Actions
• Generate Referrals/Opportunities
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Positioning Hunting
Customer
Value
Coaching
Leading
Farming
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20. PowerSkills Competency ModelTM
Coaching
•Trusted Advisor Mentor
•Focus on Learning
•Developmental Perspective
•Continuous Improvement
•Adjust to Styles
• Apply Coaching Skills:
•Attend
•Inquire
•Reflect
•Confront
•Affirm
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Positioning Hunting
Customer
Value
Coaching
Leading
Farming
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21. PowerSkills Competency ModelTM
Leading
• Drive Vision Influence
• Recognize Accomplishments
• Collaborate Create Value
• Contract Clearly
• Use Closed Loop Delegation
• Delegate Laterally
• Build Momentum
• Active Matchmaking
• Facilitate Groups
• Engage Leverage VIPs
PrivateLabelPeople and
Positioning Hunting
Customer
Value
Coaching
Leading
Farming
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22. PowerSkills Competency ModelTM
Farming
• Demonstrate Cultivate Loyalty
• Drive Customer Value
• Manage Client Information
• Tailor Services
• Implement Relationship Plans
• Organize Resources for Sustainability
• Implement Stay-in-touch Programs
• Provide Recognition Thank You’s
• Track Client Activity
• Update Contact Databases
PrivateLabelPeople and
Positioning Hunting
Customer
Value
Coaching
Leading
Farming
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23. Invest First
To get people invested
in your success,
you must first
invest in their success!
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24. PowerSkills Competency ModelTM
for Relationship Management
• A Winning Way of Doing Business
• Develop Relationship Capital
• Implement The Relationship Equation
(R= T + V+ D)
• Create Client Value
• Gain “The Relationship Advantage”
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© 2001 All rights reserved

25. Relationships Business Growth?
Relationships Drive Results because they
cannot be duplicated! Relationships
start with Positioning – whether it is
yourself or your product….
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26. Exercises for Positioning
• Building Block 1 – Vision – What is your higher
purpose?
• Building Block 2 – Values – Core Values W/S
• Building Block 3 – Roles – W/S
• Building Block 4 – Credibility – Statements
• Building Block 5 – Alignment – Clients, Team,
Company, Profession
• Building Block 6 – Statement of Position - IMB
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27. What is Your Brand?
Trusted Advisor Sales Person
Hero Regular Guy/Gal
Creator Magician
Boss Clerk
? ?
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28. Position Yourself,
Your Team Company
Building Blocks
Credibility
Roles
Message
Vision
Values
Alignment
Strong Positioning is a
Window in the Mind
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29. Statement of Position
7 Questions:
• Who (are you) ?
• What (business are you in) ?
• For Whom (do you serve) ?
• What Need (do you fill) ?
• Against Whom ?
• What’s Different (from competitors) ?
• So (unique benefit) ?
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30. What’s The Hook?
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31. Relationship Management
Ten Steps
6. Deliver Your Added Value
7. Create Your Currency
8. Choose Your Dialogue Mix -
Stay in Touch
9. Leverage Key Organizations
and Associations
10. Organize for Client Value
PrivateLabelPeople and
1. Select Your
VIPs (Top VIPs)
2. Position Yourself,
Your Team
Company
3. Profile Your VIPs
4. Group Your VIPs
5. Calibrate Your Top VIPs
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32. Your Next Steps:
The Relationship Management Inventory
1. Take this home and test your five PowerSkills
if you want to work on this a little more:
2. Purchase a copy of PowerSkills
3. Contact me or Jim Masciarelli of Archer
• jganim@privatelabelpeople.com
• jim@archerdevelopment.com
PrivateLabelPeople and
Development:
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