Enterprise sellers should prioritize building a relationship with the executive assistant (EA). The EA controls the executive's calendar, agenda, and priorities, making them a powerful gatekeeper and strategic partner for gaining access, not just an obstacle to overcome.

Going beyond transactional relationships builds profound loyalty. Small, unexpected acts, like sending a sports-team hat to a podcast listener or a manager giving a spontaneous discount, create a sense of personal connection and kinship. These low-cost, high-impact gestures make customers feel seen and valued, turning them into passionate advocates.

The founder advocates for being a "fountain, not a drain." He uses "soft touchpoints"—like texting a screenshot of a partner's ad seen in public—to stay top-of-mind without asking for anything. This builds genuine, non-transactional connections that pay dividends when a real "ask" is eventually needed.

Instead of a standard sales pitch, propose a strategic meeting between your executive and theirs (e.g., your CDAIO meets their CIO). CC your executive's EA to add credibility. This reframes the request from a low-value sales call to a high-value networking opportunity for their boss.

Operate in a "borderless condition" by inviting agency partners to internal events like town halls and holiday parties. This deep integration treats them as true team members, not service providers, giving them invaluable business context and fostering ownership.

The most effective partner engagement mirrors how personal relationships form. Invest in creating low-pressure social environments to build genuine connection and trust first. The business conversations will follow naturally and more effectively.

While gifting is useful for cold outreach, its greatest impact comes when you have an established relationship but the prospect isn't ready to buy. This nurtures the connection and keeps you top-of-mind, optimizing for when they eventually enter the market.

Consistently investing in your team on a personal level builds a reservoir of trust and goodwill called "emotional equity." This makes them more receptive to difficult changes like price increases or new strategies, as they believe you have their best interests at heart.

Don't feel guilty about making small requests. The Benjamin Franklin effect shows that people tend to like you more after doing you a favor. This isn't manipulation; it's a fundamental part of building reciprocal, human relationships in the workplace. Refusing to do so leaves you isolated.