What if I told you that in 2025, you don’t have to chase prospects? Instead, you can attract them—because they want to work with you. Sounds too good to be true? It’s not. It’s called relationship selling, and the secret sauce is author Ed Wallace’s GPS framework: Goals, Passions, and Struggles.
Think about it - people buy from people they trust. The old-school, pushy sales tactics are dead. Instead, the power lies in building genuine connections—what Wallace calls relational capital. And the GPS framework is your guide to doing just that.
Every prospect has goals they want to achieve, passions that drive them, and struggles they’re trying to overcome. When you take the time to uncover these three things, you become a trusted partner.
- Goals: What do they want to accomplish?
Maybe it’s growing their business, reducing risk, or securing their legacy. When you align your solution with their goals, you’re no longer selling—you’re helping. - Passions: What fires them up? Are they obsessed with innovation? Do they have a soft spot for philanthropy? Understanding their passions helps you connect on a deeper level and makes every interaction memorable.
- Struggles: What’s holding them back? This is where the magic happens. If you can solve their pain points, you’re not just adding value—you’re irreplaceable.
By mastering the GPS framework, you’ll:
- Build trust faster than your competitors.
- Deepen connections that lead to long-term partnerships.
- Create a referral engine because people love recommending someone who truly gets them.
How to Start Using GPS Today
- Ask Better Questions: Instead of diving into your pitch, ask questions like:
“What’s your biggest priority right now?”
“What excites you most about your work?”
“What’s been keeping you up at night?”
- Listen—Really Listen: Don’t just nod and wait for your turn to speak. Listen to understand. Take notes. Show them you’re invested.
- Tailor Your Solutions: Once you know their GPS, position your services as the answer to their unique needs. Prove that you’re not just selling a product—you’re solving their problem.
So, here’s your challenge: make 2025 the year you embrace the GPS framework and take relationship selling to the next level. Not only will your business thrive, but your clients will, too. And that’s the kind of success that lasts.