Article

Relationships are Responsible for Supernova Level Outcomes

Leveraging client relationships turns real results into testimonials, reviews and word of mouth. Here is how contractors put that praise to work.

Ryan Groth Founder & CEO, Sales Transformation Group

May 6, 2020 1 min read

Originally published May 6, 2020. Updated September 2026 with a summary, next steps and answers to common questions.

Very many Business Owners, Sales Leaders, and Marketers are really missing the boat when it comes to relationships. The issue that I see too often is that companies don’t know the incredible power of relationships in business and how it’s used in marketing and prospecting! Have you noticed that what gets the most attention and garners the most respect is when someone else is doing the praising for you?

If you want to tap into the gold of the relationships you have built and benefit both parties, then it’s time to use leverage! Each client relationship that you have has experienced a degree of results you’ve helped them realize, positive emotions, and outcomes they’ve experienced. You can’t fake relationships. They must be genuine and authentic. Therefore, when testimonials are recorded, reviews are documented, customer interviews are conducted and word of mouth spreads, it has a SUPERNOVA level effect (both positively and negatively).

Check out this short video to hear my thoughts about Relationships in Business and how they’re responsible for such powerful outcomes. If you are interested in learning about how STG can serve you with your Sales Process, click the button below now.

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Turning happy customers into your best prospecting tool

Every finished job leaves behind a customer who saw results and felt something about working with you. Most contractors let that moment pass. I want my clients to capture it on purpose.

Ask at the right moment. Request a review or a short video testimonial when the customer is happiest, usually right at completion.
Make it part of the sales process. Treat the ask as a milestone your reps own, not something marketing hopes to remember.
Interview your best customers. A short conversation about why they chose you gives you language for future prospects.
Use the stories in the sale. Share real customer words during appointments and follow-up, so someone else is doing the praising for you.
Protect the relationship. It works both ways. One unhappy customer spreads just as far, so stay close until the job is truly done.

You can see how we tell our own client stories on our success stories page. If you want help building this into your team's process, book a sales action plan call and we will map it out together.

Growing referrals, reviews and word of mouth

Why are relationships important in sales and marketing?

Praise from a customer carries more weight than anything you say about yourself. Every client relationship includes results you helped them achieve and the positive feelings that came with them. When those experiences are shared through testimonials, reviews, customer interviews and word of mouth, they reach more people and earn more respect than your own marketing can on its own.

How can contractors use testimonials for prospecting?

Record testimonials, collect reviews and interview satisfied customers, then use their words in your marketing and during sales conversations. The goal is to let someone else do the praising for you. It only works if the relationship is genuine, so the testimonials need to come from customers who truly experienced good results.

Can customer relationships hurt a business?

Yes. The post points out that the supernova effect works in both directions. Just as reviews and word of mouth from happy clients spread quickly, negative experiences spread too. That is why relationships have to be genuine and authentic, and why staying close to customers through the whole job matters as much as asking for a review at the end.