In this episode, I talk with Nelson Dickson, founder of C3 Creations, about the power of relationships in sales.Nelson shares how he built his marketing brokerage by focusing on genuine connections rather than transactions. As a self-described introvert, he changed his approach to networking by asking "How can I help?" instead of "What can I get?"Key takeaways:60-70% of Nelson's business comes from referralsShift your mindset from collecting business cards to making real connectionsGive more value than you gainBe authentic - people can spot "quota breath" from a mile awayDon't be afraid to stand out (like wearing silly Christmas suits!)Nelson also recommends consistent content posting and doing a yearly "relationship audit" to strengthen connections that matter.This week's challenge: Take 15 minutes to reconnect with one contact - no pitch, no agenda, just genuine connection.Want to connect with Nelson? Find him on LinkedIn or visit c3creations.com.Have an episode idea? DM me on LinkedIn and let me know! —Tam Smith is a Sales Growth Strategist and founder of ST49 Sales Marketing, where she helps creative agencies and service pros ditch feast-or-famine cycles with sales systems that actually feel good to use. With 15+ years in sales leadership, Tam’s work focuses on building genuine relationships, crafting smart outreach strategies, and creating consistent client pipelines—no pressure tactics required. When she’s not helping clients build reliable sales systems, you’ll likely find her rock climbing or mapping out her next adventure with her Supermutt, Ila, in Durham, NC.

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