Women in Sales: Relationships, Not Transactions - The Secret to Building a Powerful Network

Intro (00:03):

Welcome to Women in Sales, a podcast hosted by Jenni Lee Crocker, where we spotlight the voices, stories and strategies shaping the future of sales. In each episode, Jenni sits down with inspiring women across industries to share real experiences, practical insights and lessons from their journeys to success. Now, let's get started.

Jenni Lee Crocker (00:29):

Hi, this is Jenni Lee Crocker of Alliant. This is our second installment of our podcast, Women in Sales. Today is really super fantastic for me because I am joined by Stephanie Ford. I can give you her credentials, but to me the most important credential is bestie. When you get your best friend who has a super skill set, that's absolutely the person you interview.

Stephanie's going to give you a little bit of her background. She's a leader within Warren Whitney, an excellent consulting firm, but today's topic is going to be centers of influence. The specific reason that I invited Stephanie here today was not just because she has bestie status and because of her career path, but because she's the best networker I know. That network she has built is consistent and has longevity. So Stephanie, will you introduce yourself today?

Stephanie Ford (01:14):

Thank you so much, Jenni Lee. It is an honor to be with you always, especially in this format. I'm going to say right back at you, girlfriend, on all of those accolades because I think you too are not only a sales diva, but really fine mentor and set the stage and the example for many. This podcast just being one more example of blazing a trail for women, connecting women and spearheading. So excellent. Thanks for the time together.

Jenni Lee Crocker (01:46):

Great. You already chose one of my favorite words, connecting. I think that that's maybe a good place to start. I would say the importance of COIs on my career are everything. That the centers of influence are the people around me who are important and relevant to me in various levels.

My centers of influence also happen to be people I call friends and colleagues and that I enjoy being around and learn from. It's made my career. If you could talk specifically, because I do absolutely believe you are the very best networker I've ever known, and I would love to hear from you about the importance of COIs on your career and maybe how you built it.

Stephanie Ford (02:24):

Absolutely. Glad to share. You're right that that network is golden. Interestingly, my son even said to me recently that he heard this phrase, your network is your net worth. It was new to me, but it rang true. I guess the seeds that I've planted over many years, I'm at the stage now where the harvest is being cultivated and reaped and it's a beautiful thing. You're right, it is so important.

How do you build that COI network? Well, I'm going to say it's one relationship at a time, and that's what I really started doing. It's just fun, frankly. Lots of lunches one-on-one, coffees one-on-one, making yourself available to people at networking events and through networking groups, but then following up and following through to go deeper and building those personal connections. I think it's about taking a deliberate approach and taking friends to become fans and then advocates.

Jenni Lee Crocker (03:21):

Wow, that was really good. You're right. One relationship at a time. I really like that. I think I got chills. Because for me, when I think about this, I see when people get it wrong, when people try to make it transactional. I'm going for a coffee with Stephanie Ford today of Warren Whitney, and I want to learn about her clients, and I want to see if she can introduce me to someone. That's not a relationship, that's a transaction. How are you uniquely positioned to do that differently? You're not getting it wrong, you are doing this, like you said, one person at a time, one relationship at a time. How are you uniquely positioned to create that COI network?

Stephanie Ford (03:56):

I think women are uniquely positioned, and that fits in with your theme. I think we're naturally more collaborative and that plays into being able to build consensus together, which is very good when you're in the boardroom, as I'm often working with boards, working with executive teams, those are important skills to have. It's about being authentic.

As I've progressed in my career, I really have found that when you can be vulnerable and in a positive way, then that goes a long way toward deepening those connections and really creating the trust and transparency that goes to building and like you said, not just a transactional relationship, but a lasting, a lasting relationship. Oftentimes these start in the business setting, but then friendships blossom because of it.

Jenni Lee Crocker (04:46):

Right.

Stephanie Ford (04:46):

Which is fun.

Jenni Lee Crocker (04:47):

You brought up trust and you brought up follow-up, and I think these two things are interwoven. I do think, just repeating your words, deepening that relationship. If I make a promise, if I say I'm going to do something, go do it. People respond to that, even if it's small. Stephanie, I told you I would tell you about my dry cleaner or my tailor or whatever it might be, make sure you do it. I think that that's part of that follow-up and that trust. Look, I think we are our own success story of a COI.

Stephanie Ford (05:15):

Absolutely. It's interesting. I'm not sure I can remember the exact day that I met you the first time, but I know...

Jenni Lee Crocker (05:22):

You were a banker.

Stephanie Ford (05:23):

Right. I was back to my commercial banking days, and I know our friendship was cemented because we became classmates in LMR and even roommates on our first retreat weekend.

Jenni Lee Crocker (05:35):

That was lucky.

Stephanie Ford (05:35):

Just super fun times. Then so many other connections since. You're right, I think trust is the glue of life, and it's about being competent and consistent, the follow-up and the follow through, and doing it over and over so that people know that they can trust you and that's huge.

Jenni Lee Crocker (05:54):

I think that creates your long game. You said you're harvesting now. This is the wealth that your son Austin mentioned. You're harvesting for the long game and if you plant early, it does make a difference.

Stephanie Ford (06:07):

It kind of happened naturally. I started my career as a commercial banker, and I was both relationship manager and underwriter. It gave me the unique opportunity to get to know at a very young age, so many business owners, CEOs, CFOs, and then beyond that, also their closest advisors, their CPAs, their attorneys, their other financial advisors, their insurance professionals, like you. It's about kind of that web just naturally formed, and then it's about working the web, which there's a spider reference for you, Jenni Lee. That's really how I started my career as a commercial banker, is naturally getting to have this web built through my clients and really maximizing that. That has continued over the years.

Now, in my time at Warren Whitney, in my consulting experience in strategic planning, succession planning, board governance, working with a mixture of private companies, family businesses, nonprofits, it's all about board members and professional advisors and business leaders coming together. I think I heard once, the key is not about you calling the decision maker. The key is having the decision maker call you. I'm at that place now where they call me, and they want to think through their big decisions in life for themselves personally and for their company. It's an honor to be in that position. I think again, it's back to that network building from year upon year.

Jenni Lee Crocker (07:38):

And trust building with that network. I think you are the best example I can think of someone who built all that trust over time. Now in your career, you were seeing the benefit of it. This is our podcast, and I think that there is a lesson for all producers in here about putting the time in, making that investment in your career and your longevity. The benefits might result in great friendships as well. It's not just professional.

I have one COI piece of advice, but I'd love to hear if you had to give somebody one great piece of advice. Mine is give more than you get. It always works out. Don't keep score. If you happen to give somebody 10 leads, one day it will work for you to your advantage in some way, shape or form. I have never had poor karma on my side. I always say don't keep score, give more than you get. My guarantee is it always works. Tell me what yours is.

Stephanie Ford (08:33):

Absolutely. Mine is really the same theme. I've always said it as to get referrals, you give referrals. Give referrals to get referrals. When you can make, I'll say two or three referrals in a row that are spot on to the same individual, it's very impactful. Very impactful.

Jenni Lee Crocker (08:53):

Well, I love this. I got to spend time with my best friend. I got to talk about my very favorite subject within sales. I believe this is a real career builder for women and any producer. This is the time where you invest in your COI. Stephanie, thanks for your time today. I appreciate it.

Stephanie Ford (09:10):

It's been my pleasure. I just have to add that I might be a good example, but I'm not the only good example. I can at least think of two specific organizations you've spearheaded to bring women together, to network, to collaborate and to build each other up and lift each other up. Kudos right back at you.

Jenni Lee Crocker (09:31):

Aw, well thank you. Today, COIs. Thanks, Stephanie. Thanks so much for being here.

Stephanie Ford (09:36):

You're welcome. Till next time.

Outro (09:38):

Thank you for listening to Women in Sales with Jenni Lee Crocker. If you enjoyed this episode, be sure to subscribe, share it with a colleague and leave a review to help more women discover these conversations. We'll see you next time for more stories, insights and inspiration from women leading the way in sales.