Everyone wants more business. That usually means more transactions. Welcome to The Marketing Accelerator Podcast, featuring three insights in about three minutes. I'm Drew Dinkelacker, and today I'm speaking with Rick Ruehlmann, partner at C4 Financial Capital Markets Group, where they provide comprehensive financing packages for commercial real estate projects. Rick, your background ranges from P&G, to Coca-Cola, to the finance industry. Looking back on your 30-plus years of business experience, what do you see as your number one learning?

Rick Ruehlmann: No question about it, I think more than anything else, you need to value relationship over transaction, and if you do that and you do it well, you'll end up with both. But ultimately, my relationship with the client is far more important than any deal that I could ever write for them.

Drew: Yeah, that is such a solid insight. So, how do you go about valuing that authentic relationship?

Rick: First and foremost, authenticity. Sometimes you give a little bit of yourself to get a little bit of them, and in so doing, you learn to listen. If I just talk, I've ruined my call. Nobody wants a sale slick that starts, hey, my widget is the best on earth. Let them talk and pay attention to what they tell you.

Drew: Okay, so I am valuing the relationship, I am listening attentively. What's next?

Rick: Questions. Ask questions, ask leading questions, so that you can understand their situation. People always make assumptions and frequently we're wrong, so if I ask a lot of questions, I'm going to learn the particulars of this deal, of your scenario right now, and the more I've learned from you, the easier it is for me to solve your problem.

Drew: Alright, that's good. What's your favorite question?

Rick: That's an easy one. Drew, what about you is important for me to learn?

Drew: That is a powerful question and one that opens the door to authentic relationships. The Marketing Accelerator Podcast is a production of MarketingAccelerator.com, where business leaders gain confidence in their marketing efforts, and marketers turn into high performing leaders. I'm Drew Dinkelacker.