EP 195 - Building Relationships, Not Funnels: Richard Walton's Approach to Sales Success
In episode 195 of Paper Napkin Wisdom, Govindh Jayaraman welcomes Richard Walton, founder of Outsell Sales, to discuss a profound shift in B2B sales. Walton, joining from South Africa, shares his perspective on why sales professionals should “Go back to the ’80s to sell better.” This throwback isn’t about nostalgia; it’s about reconnecting with the essence of human relationships that used to define sales success.
Walton’s core message is that the digital-first, hyper-automated strategies common today often overlook the value of personal, face-to-face interactions. In his view, building trust and credibility with high-ticket B2B clients requires more than emails and LinkedIn messages; it requires taking the time to meet people, listen genuinely, and show up with a sincere desire to understand their challenges.
Revisiting the “Shoe Leather” Strategy
One of Walton’s main points is that sales in the digital age has lost its personal touch. “The competitive advantage that every single person can have is how often they can meet people in the real world,” he explains. Walton believes the sales process has become too reliant on technology, which, while efficient, often sacrifices the trust-building interactions that in-person meetings naturally foster. According to Walton, this return to what he calls the “shoe leather” method—physically meeting prospects and investing time in face-to-face interactions—can make all the difference.
Reflecting on his own experiences in B2B sales, Walton recounts the evolution of his approach. Years ago, his daily grind involved hours of driving to meet prospects, listen to their needs, and form connections. Today, he urges salespeople to apply this mindset to their sales strategies, emphasizing that these real-world connections are essential, especially in high-value transactions.
The Magic Number: Three Meetings to Build Trust
For Walton, building trust is not a one-time event but a process. He argues that three face-to-face meetings within six to nine months are essential to establishing a solid foundation. Each meeting should have its own purpose and progression, focusing on deepening the relationship rather than pushing a sale. “I think three is the magic number when it comes to building trust and credibility,” Walton notes, encouraging leaders to structure their approach around this insight.
The first meeting, Walton advises, should be purely relationship-focused. “You’re building a relationship; that’s it. You’re dropping everything else,” he says. By the second meeting, you’re assessing the prospect’s needs and opportunities for alignment. And by the third, you may find that they initiate interest in your product or service themselves, based on the trust developed through the earlier interactions.
Using Technology as a Supplement, Not a Substitute
While Walton’s approach may sound old-fashioned, he doesn’t reject technology altogether. Instead, he advocates for a balanced approach where tech serves to support, rather than replace, human interaction. “It’s the combination of those activities,” he says, referring to blending digital tools with in-person meetings. He suggests leveraging content creation, PR, and social media to build credibility while maintaining a focus on personal relationships as the heart of sales.
This augmented approach can help entrepreneurs and leaders manage multiple channels without losing the personal touch. Walton’s strategy involves proving expertise through content while using digital tools for practical things like tracking interactions. “The magic wand,” Walton jokes, “is actually getting very focused on who you’re going to meet, putting together a local strategy, and putting in the hard work.”
Building Trust with Genuine Intent
Walton stresses that effective sales require sincerity and curiosity, especially when starting a new relationship. A technique he champions is to approach prospects with questions and a genuine desire to learn about their industry. “You’ve got to really hold that intention,” he says, adding that the best way to understand clients’ needs is by allowing them to become your “professor” in their field. By showing up curious and willing to learn, sales professionals position themselves as allies rather than just vendors.
A Metric for Relationship-Driven Sales: Coffees per Week
One unique metric Walton uses to gauge his sales effectiveness is what he calls “Coffees per Week” (CPW), which represents how many personal interactions he has over coffee or in other informal settings. For him, this metric is not about productivity in a conventional sense but about creating valuable touchpoints with clients. “How many coffees per week are you having?” he asks, encouraging leaders to measure their relationship-building activities as seriously as their digital KPIs.
Walton’s message resonates strongly with today’s entrepreneurs and leaders who feel bombarded by digital communication but are craving authentic connections. His approach emphasizes that genuine relationships don’t just close deals—they drive long-term loyalty and growth.
5 Key Takeaways
1. Prioritize Face-to-Face Meetings
Take Action: Block out time each month to schedule in-person or virtual coffee chats with potential clients or partners. Start with one or two meetings a week to cultivate this practice gradually.
2. Build Trust Through Curiosity and Help
Take Action: In your first meeting with a prospect, aim to learn three new things about their industry or challenges. Come prepared with questions, not pitches, to focus on understanding their needs.
3. Use Technology to Augment, Not Replace, Personal Touch
Take Action: Utilize tools like LinkedIn for relationship maintenance and content sharing, but avoid over-automation. For example, follow up manually after each meeting with a personalized message or useful resource.
4. Commit to Multiple Interactions for Stronger Connections
Take Action: Create a strategy to reconnect with your top prospects three times in the next six months. Think creatively about these interactions—attend local events, meet at conferences, or invite them to your industry talks.
5. Measure Success by Relationship Metrics, Not Just Sales
Take Action: Set a goal to increase your “Coffees per Week” (CPW) by at least one each quarter. Keep a list of contacts and aim to reconnect over coffee, fostering deeper, more frequent interactions.
Walton’s approach to sales is a reminder that meaningful connections can make or break a business. By embracing these strategies, entrepreneurs and leaders can forge deeper relationships, build trust, and ultimately drive success in a way that’s both sustainable and rewarding.
Connect with Richard Walton
Website: Outsell Sales
LinkedIn: Richard Walton on LinkedIn
Check out the podcast here:
Watch the video here:
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