RelationshipOps of the Week #1.
B2B Sales Training Firm
|
Oct 24, 2025
"my biggest Sandler deal that stemmed from a 20-year long relationship"
RelationshipOps Defined.
Since this is our first article for the RelationshipOps of the Week, I wanted to give you a quick summary of what we’re trying to do here.
We actually coined the phrase "RelationshipOps" or "Relationship Operations"... because unlike "RevOps" or "Revenue Operations" that focus obviously on revenue, our focus is around…
… Relationships.
Relationship with clients
Relationship with connectors
Relationship with prospects
Relationship with technology partners
Relationship with team members
They all matter. A lot. Especially in the service business.
So through this series, we hope to share the strategies and tactics agency leaders use to make relationships a repeatable, compounding advantage.
Expectations.
Within this series, you can expect:
One article every Friday. But if the volume surges, we might bump up the frequency. We'll see.
A practitioner’s story. An agency or professional services leader on how they leverage relationships to grow their firms.
Receipts. Actual email responses or video transcriptions of our interviewee
We run multiple revisions back and forth with our interviewee to ensure whatever we publish is accurate and grounded in reality. So if you spot anything weird or not cool, just let me know here.
All cool? Let’s dive into this week’s meat.
Justin Stephenson.
This week, we’re honored to invite Justin Stephenson from Sandler Training London City to share how he’s been leveraging relationships for his firm’s growth.
If this is your first time hearing his name, you’re missing out.
Before moving into coaching in 2019, Justin spent two decades leading enterprise-grade agencies (Ogilvy & Mather, Saatchi & Saatchi). Today he helps B2B sales teams implement the Sandler Selling System, a communication framework rooted in human psychology that aligns sellers/partners and buyers/customers for mutually beneficial outcomes.
Agency. Sales. Relationships.
“BOOM!”
That’s what makes him a perfect fit for our series.
And what he’s going to share is, really, standing from both sides as an agency leader and business development and sales coach.
So without further ado, let’s dive into his responses for the three questions we posted him:
20-Year Game.
Leonard Chin: What’s an instance when a relationship led to a big win or a really great opportunity for your business?
Justin Stephenson:
“Last year I closed my biggest Sandler deal that stemmed from a 20 year long relationship that I had built back in 2005 with a colleague that I had worked with in Singapore.
There’s an expression that says “Your network is your net worth.” Building, nurturing and maintaining business connections is of paramount importance (and skill) throughout one’s career.
If you’ll build a relationship of mutual respect and trust, the opportunity for business referrals and instructions skyrockets.”
This is what “long term” actually looks like.
Should Justin have been shortsighted and not followed up with the relationship during all these years, I bet he wouldn’t have gotten the deal.
That’s why no matter who you meet in business, it’s always a good practice to treat them as if they’re your clients and catch up with them frequently, even if you know there’s no deals in it for both of you, yet.
Because you never know when the timing flips.
Develop Your Cookbook.
Leonard Chin: What's your daily/weekly routine for maintaining relationships that help your business?
Justin Stephenson:
“At Sandler, we teach sales forces and business development professionals something we call ‘Cookbook’. This is a list of leading indicators that have to be carried out on a consistent and regular basis (daily/weekly/monthly) that will drive performance.
Every week, I make a point of reaching out to 5 people within my network of past / current prospects that I’ve had a relationship with by sharing something of value (a POV, whitepaper, etc) or just a simple message to that says:
‘John, saw {X} this morning that made me think of you. What’s the excitement happening in your world these days? Would love to hear what you’re up to when you have time. No need to rush a reply, as I am sure lots is happening. Best, Justin.’
This always gets a reply and a ‘thanks for thinking about me’.”
Most agency leaders are sitting on hundreds, sometimes thousands, of high-value contacts. Then they ignore them to chase ads or cold outbound.
Not wrong…
But far less efficient than reconnecting with 3–5 people a day and letting momentum compound.
A Novice Mindset.
Leonard Chin: What tips would you give to your younger self around relationships and how they impact business?
Justin Stephenson:
1. “Be more interested in helping a client without you involved in the solution (keep your self-interest low)
2. Understand and apply DISC as a means to better adapt to the preferred communication style of the person I am building a relationship with.
3. Be comfortable being vulnerable as this will build openness / transparency / credibility. Keep a novice mindset: stay curious even as your expertise grows. (I did a shorts on this.)”
These tips are extremely valuable, especially coming from someone with over three decades of agency experience. And if you realized, they aren’t just about sales, they are actually traits of a great human being.
Selfless. Vulnerability. Openness. Curiosity. Emotionally intelligent.
Key Takeaways.
Here are some key takeaways from Justin's story:
Long-term relationships compound over time. A 20-year connection can turn into your biggest win if you keep nurturing it even when there’s no clear reason to.
Consistency beats intensity. Staying in touch regularly builds trust and warmth that no sales tactic can replace.
Build your own “Cookbook.” Create a simple weekly rhythm to share value, reconnect, and show up without expecting anything back.
Keep your network balanced. Reconnect with old clients and peers instead of chasing only new leads.
Lead with curiosity and selflessness. Genuine interest builds openness and trust that make opportunities flow naturally.
That’s all for this week's series.
If you're open to sharing your experiences in one of our future articles… or know of someone who is, feel free to drop me an email here.
Author.
Leonard Chin
Follow me on LinkedIn.
RelationshipOps Defined.
Since this is our first article for the RelationshipOps of the Week, I wanted to give you a quick summary of what we’re trying to do here.
We actually coined the phrase "RelationshipOps" or "Relationship Operations"... because unlike "RevOps" or "Revenue Operations" that focus obviously on revenue, our focus is around…
… Relationships.
Relationship with clients
Relationship with connectors
Relationship with prospects
Relationship with technology partners
Relationship with team members
They all matter. A lot. Especially in the service business.
So through this series, we hope to share the strategies and tactics agency leaders use to make relationships a repeatable, compounding advantage.
Expectations.
Within this series, you can expect:
One article every Friday. But if the volume surges, we might bump up the frequency. We'll see.
A practitioner’s story. An agency or professional services leader on how they leverage relationships to grow their firms.
Receipts. Actual email responses or video transcriptions of our interviewee
We run multiple revisions back and forth with our interviewee to ensure whatever we publish is accurate and grounded in reality. So if you spot anything weird or not cool, just let me know here.
All cool? Let’s dive into this week’s meat.
Justin Stephenson.
This week, we’re honored to invite Justin Stephenson from Sandler Training London City to share how he’s been leveraging relationships for his firm’s growth.
If this is your first time hearing his name, you’re missing out.
Before moving into coaching in 2019, Justin spent two decades leading enterprise-grade agencies (Ogilvy & Mather, Saatchi & Saatchi). Today he helps B2B sales teams implement the Sandler Selling System, a communication framework rooted in human psychology that aligns sellers/partners and buyers/customers for mutually beneficial outcomes.
Agency. Sales. Relationships.
“BOOM!”
That’s what makes him a perfect fit for our series.
And what he’s going to share is, really, standing from both sides as an agency leader and business development and sales coach.
So without further ado, let’s dive into his responses for the three questions we posted him:
20-Year Game.
Leonard Chin: What’s an instance when a relationship led to a big win or a really great opportunity for your business?
Justin Stephenson:
“Last year I closed my biggest Sandler deal that stemmed from a 20 year long relationship that I had built back in 2005 with a colleague that I had worked with in Singapore.
There’s an expression that says “Your network is your net worth.” Building, nurturing and maintaining business connections is of paramount importance (and skill) throughout one’s career.
If you’ll build a relationship of mutual respect and trust, the opportunity for business referrals and instructions skyrockets.”
This is what “long term” actually looks like.
Should Justin have been shortsighted and not followed up with the relationship during all these years, I bet he wouldn’t have gotten the deal.
That’s why no matter who you meet in business, it’s always a good practice to treat them as if they’re your clients and catch up with them frequently, even if you know there’s no deals in it for both of you, yet.
Because you never know when the timing flips.
Develop Your Cookbook.
Leonard Chin: What's your daily/weekly routine for maintaining relationships that help your business?
Justin Stephenson:
“At Sandler, we teach sales forces and business development professionals something we call ‘Cookbook’. This is a list of leading indicators that have to be carried out on a consistent and regular basis (daily/weekly/monthly) that will drive performance.
Every week, I make a point of reaching out to 5 people within my network of past / current prospects that I’ve had a relationship with by sharing something of value (a POV, whitepaper, etc) or just a simple message to that says:
‘John, saw {X} this morning that made me think of you. What’s the excitement happening in your world these days? Would love to hear what you’re up to when you have time. No need to rush a reply, as I am sure lots is happening. Best, Justin.’
This always gets a reply and a ‘thanks for thinking about me’.”
Most agency leaders are sitting on hundreds, sometimes thousands, of high-value contacts. Then they ignore them to chase ads or cold outbound.
Not wrong…
But far less efficient than reconnecting with 3–5 people a day and letting momentum compound.
A Novice Mindset.
Leonard Chin: What tips would you give to your younger self around relationships and how they impact business?
Justin Stephenson:
1. “Be more interested in helping a client without you involved in the solution (keep your self-interest low)
2. Understand and apply DISC as a means to better adapt to the preferred communication style of the person I am building a relationship with.
3. Be comfortable being vulnerable as this will build openness / transparency / credibility. Keep a novice mindset: stay curious even as your expertise grows. (I did a shorts on this.)”
These tips are extremely valuable, especially coming from someone with over three decades of agency experience. And if you realized, they aren’t just about sales, they are actually traits of a great human being.
Selfless. Vulnerability. Openness. Curiosity. Emotionally intelligent.
Key Takeaways.
Here are some key takeaways from Justin's story:
Long-term relationships compound over time. A 20-year connection can turn into your biggest win if you keep nurturing it even when there’s no clear reason to.
Consistency beats intensity. Staying in touch regularly builds trust and warmth that no sales tactic can replace.
Build your own “Cookbook.” Create a simple weekly rhythm to share value, reconnect, and show up without expecting anything back.
Keep your network balanced. Reconnect with old clients and peers instead of chasing only new leads.
Lead with curiosity and selflessness. Genuine interest builds openness and trust that make opportunities flow naturally.
That’s all for this week's series.
If you're open to sharing your experiences in one of our future articles… or know of someone who is, feel free to drop me an email here.
Author.
Leonard Chin
Follow me on LinkedIn.