In today’s B2B sales world, relationships are crucial assets that, when nurtured, can lead to long-term value for both parties. In a recent episode of the Sales Transformation podcast, Dr Ryan O'Sullivan, Global Account Manager at Introhive, shared his insights on relationship mapping, a technique that redefines how we approach client connections and strategic account management.
Here’s some key bite-sized takeaways from his chat with Phil on building better B2B relationships:
Relationships nurture trust
Relationships in B2B go beyond transactions—they create trust, shorten sales cycles, and can even command higher prices for premium service. Ryan observes that companies with strong relationships have a significant competitive advantage, particularly when it comes to fostering trust and loyalty.
This trust doesn’t just enhance a company’s revenue; it strengthens resilience in the face of market shifts and competition.
The Evolution from “Quality” to “Mapping”
Ryan’s research shifted focus away from what makes a “quality” relationship to “relationship mapping”, recognising that identifying and strategically positioning the right stakeholders in a client organisation is paramount.
He likens this approach to a territory plan, where each key stakeholder’s role is mapped out in relation to the account’s potential. By understanding the network within each account, sales professionals can prioritise their outreach and deliver tailored solutions more effectively.
Visualisation can unlock new insights
Relationship mapping isn’t just about documenting connections; it’s about understanding influence and alliances within a client’s organisation.
Drawing on the work of Jacob L. Moreno’s organisational network analysis (ONA), Ryan explained how visualising these connections helps in identifying key stakeholders, especially within complex, global accounts. This visualisation can spotlight leaders, decision-makers, and even "silent influencers" who may impact purchasing decisions without a formal title.
The Three-step Process for Relationship Mapping
In his upcoming book, Building B2B Relationships: How to Identify, Map, and Develop Key Relationships to Grow Revenue, Ryan outlines a structured three-step process:
- Step 1: Identify and Map Key Stakeholders – Begin by conducting a relationship audit, listing all significant players, especially in major accounts.
- Step 2: Gather Intelligence – Research each stakeholder's priorities and preferences to understand how best to connect.
- Step 3: Craft an Engagement Strategy – Develop a strategic plan that includes engagement through introductions, shared objectives, and opportunities for co-creation.
The Ecosystem Perspective
One of the most compelling insights Dr O’Sullivan shared on the podcast is the idea of viewing relationships beyond the client-supplier dynamic. Often, B2B sales professionals focus solely on strengthening their direct relationship with their client, but connecting clients with each other can amplify trust and open new avenues for innovation.
By becoming a "connector," sales professionals can increase their perceived value and foster a network of clients who see them as an essential resource beyond the immediate sale.
Taking the First Steps in Your Own Organisation
For sales professionals looking to implement relationship mapping, Dr. O’Sullivan suggests starting small.
Build a mini-map of your key clients and their decision-making networks, including indirect influencers. Use platforms like LinkedIn and internal CRM data to identify potential contacts, then prioritise them based on their relevance to current and future projects.
Final Thoughts
Effective relationship mapping is about seeing each client’s ecosystem holistically, understanding the flow of influence, and positioning yourself as an invaluable partner. In doing so, you not only increase your account’s value but also build a sustainable relationship network that drives success.
Whether you’re new to relationship mapping or looking to refine your approach, these principles from Dr Ryan O’Sullivan’s research provide a powerful framework. By investing in mapping and nurturing relationships, you’ll be ready to meet the demands of modern B2B sales with strategy and insight.
For a more in-depth explanation of the takeaways above, listen to Ryan’s podcast episode on The Sales Transformation Podcast.
Ryan's new book, Building B2B Relationships, is available to pre-order at Amazon.