Business Is A Contact Sport

BUSINESS IS A CONTACT SPORT BUSINESS IS A CONTACT SPORT Using the 12 Principles of Relationship Asset Management to Build Buy-In, Blast Away Barriers, and Boost Your Business TOM RICHARDSON AUGUSTO VIDAURRETA WITH TOM GORMAN A Pearson Education Company Copyright  2002 by Tom Richardson and Augusto Vidaurreta All rights reserved. No part of this book shall be reproduced, stored in a retrieval system, or transmitted by any means, electronic, mechanical, photocopying, recording, or otherwise, without written permission from the publisher. No patent liability is assumed with respect to the use of the information contained herein. Although every precaution has been taken in the preparation of this book, the publisher and authors assume no responsibility for errors or omissions. Neither is any liability assumed for damages resulting from the use of information contained herein. For information, address Alpha Books, 201 West 103rd Street, Indianapolis, IN 46290. International Standard Book Number: 0-02-864163-9 Library of Congress Catalog Card Number: 2001092307 04 03 02 8 7 6 5 4 3 2 1 Interpretation of the printing code: The rightmost number of the first series of numbers is the year of the book’s printing; the rightmost number of the second series of numbers is the number of the book’s printing. For example, a printing code of 02-1 shows that the first printing occurred in 2002. Printed in the United States of America Note: This publication contains the opinions and ideas of its authors. It is intended to provide helpful and informative material on the subject matter covered. It is sold with the understanding that the authors and publisher are not engaged in rendering professional services in the book. If the reader requires personal assistance or advice, a competent professional should be consulted. The authors and publisher specifically disclaim any responsibility for any liability, loss, or risk, personal or otherwise, which is incurred as a consequence, directly or indirectly, of the use and application of any of the contents of this book. All terms mentioned in this book that are known to be or are suspected of being trademarks or service marks have been appropriately capitalized. Alpha Books and Pearson Education cannot attest to the accuracy of this information. Use of a term in this book should not be regarded as affecting the validity of any trademark or service mark. To my hero, William E. Richardson, my dad. —Tom Richardson To my lovely family— my wife Jeanie, my daughters Kaitlyn and Alexis, my mother Esther, my father Augusto, and my sister Esther Maria. —Augusto Vidaurreta TA B L E O F C O N T E N T S Introduction: A Whole New Ballgame ..................................................iv Principle #1 See Relationships as Valuable Assets ................................2 Principle #2 Develop a Game Plan ..................................................24 Principle #3 Create Ownership for Relationships ..............................42 Principle #4 Transform Contacts into Connections ..........................62 Principle #5 Move into the Win-Win Zone ....................