#406: Closing a deal beyond the golf course

How to Build Lasting Business Relationships in Today's Digital World

Jason took a deep breath, adjusted his tie, and checked his lighting one last time. The deal he had been working on for months came down to this final Zoom call. He glanced at the clock: five minutes until go-time. There was no conference room with polished wood tables, no firm handshake to seal the agreement, just pixels on a screen and the challenge of making a lasting impression through a webcam.

The notification popped up: James Patel has joined the meeting. Jason clicked “Admit” and smiled as James’s face appeared, framed by a sleek office in the background, right on time.

“Good morning, James. Great to see you,” Jason said, keeping his voice steady.

“Likewise, Jason. Let’s get to it.”

In today’s digital era, agreements are seldom finalized over lavish dinners or golf outings. Instead, they occur during brief 30-minute Zoom meetings, characterized by fleeting attention spans, numerous distractions, and the necessity of rapidly establishing trust.

Preparation, trust, and clear communication.

In today's digital world, closing a sale is not much different than IRL (in real life). Closing requires preparation, trust-building, and clear communication. As we have written before about customer discovery, preparation means understanding the customer's needs, researching their industry, and anticipating objections before they arise.

Many of our articles have discussed leadership and emphasized the importance of trust, which is equally vital in sales. Building trust involves being authentic and responsive and delivering value beyond the transaction, such as offering insightful content, showcasing social proof, or providing personalized solutions.

Effective communication is crucial in today's fast-moving, online-focused market. Concise messaging, active listening, and transparency can significantly affect the success of closing a deal versus losing a potential client. By excelling in these areas, sales professionals can build enduring relationships and succeed in a highly competitive environment.

Tips to conquer relationship building over ZOOM

Building relationships over Zoom instead of a round of golf might feel different, but the fundamentals, trust, rapport, and shared experiences are still the same. It takes creativity to make virtual interactions feel as natural and engaging as an afternoon on the course.

Start by keeping things personal. Don’t dive straight into business; ask about their weekend or pick up on something interesting from their LinkedIn profile. If you notice a cool piece of artwork or sports memorabilia in their background, use it as a conversation starter. And don’t be afraid to share a little about yourself. Relationships are built on mutual connection, not just selling.

If grabbing a drink or cup of coffee used to be your go-to for sales calls, try scheduling a virtual coffee time. Set up a casual coffee or happy hour over Zoom, where you both bring your favorite drink and chat like you would at an actual meetup. If you want to go the extra mile, send a small gift ahead of time, maybe a Starbucks gift card or a snack box for a "lunch and learn" session. Even small gestures like these make interactions feel more personal.

Once you're in the meeting, make it engaging. Instead of simply showing slides, use whiteboards or annotation tools for real-time collaboration. Incorporate storytelling and humor. Similar to a golf course setting; the most memorable moments frequently arise from relaxed, spontaneous comments that help everyone feel comfortable.

After the call, follow up like a friend, not just a salesperson. Instead of a generic email, mention something personal: “I hope your son’s soccer game went well!” or “Here’s that article on improving your chipping that we discussed.” Stay connected by engaging with their LinkedIn posts or sending them relevant industry news.

Most importantly, don’t let the relationship fade once the meeting ends. Schedule occasional check-ins that aren’t about selling, just a casual chat to see how they’re doing. Offer help beyond business, whether introducing them to a helpful contact, recommending a great book, or sharing insights that align with their interests. And remember, just like in golf, relationships take time. Be patient, be authentic, and let them grow naturally.

Want help structuring a consistent approach to relationship-building in your sales process? Contact the Kole Performance Group to see how we can improve your process. It’s hard work today, but it will improve your tomorrow.

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