The Power of Simple Questions
My approach now is refreshingly straightforward. I show up, find people with open minds, and ask basic questions about their current situation:
- What are you doing today regarding [product/service]?
- What do you like about it?
- What don’t you like about it?
These questions aren’t tricks—they’re genuine attempts to understand someone’s situation. Once I understand their needs, I simply ask if it would be helpful to introduce them to someone who could provide solutions, or if they know anyone who might need what I’m offering.
This approach shifts the dynamic from “I’m trying to sell you something” to “I’m trying to help you solve a problem.” The difference in how people respond is remarkable.
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Building Communities of Sponsors
What’s truly transformed my business is creating what I call “communities of sponsors and power sponsors.” These are networks of people who support and help one another succeed. When you focus on connecting people and solving problems rather than just making sales, you build something much more valuable than a customer list—you build a community.
I’ve seen this approach create thousands of sponsors and power sponsors in my network. The beauty of this system is that everyone can earn money by helping one another. It’s not a zero-sum game where my win is someone else’s loss. Instead, it creates an expanding network of mutual benefit.
Simplifying Business Agreements
Another lesson I’ve learned is the power of simplicity in business agreements. For example, when helping someone raise money, I use what I call an “overlap agreement“—a simple binding document that says, “If I help you raise money, will you give me equity?”
No complex contracts. No expensive lawyers. Just a straightforward email that memorializes our agreement. This approach saves time and money while building trust.
When I need to follow up, I simply search my emails, find our agreement, and remind them of our arrangement. If someone doesn’t honor the deal, I don’t work with them again. This natural consequence is usually enough to ensure people keep their word.
The Results Speak for Themselves
This approach has completely transformed my business. By focusing on creating value through connections rather than pushing for sales, I’ve built a network that consistently generates opportunities. The irony is that by focusing less on selling, I end up selling more.
What makes this strategy so effective is that it aligns with how people naturally want to do business. Nobody wants to be sold to, but everyone wants help solving their problems. When you position yourself as a problem-solver and connector, people are drawn to you.
My experience in the solar industry demonstrates this perfectly. Instead of cold-calling and hard-selling solar installations, I ask people about their current situation with solar energy, what they like and dislike, and whether they’d benefit from an introduction to someone who could help them. This approach has created a thriving community of solar customers and referral partners.
The Bigger Picture
What I’ve learned over 35 years is that sales isn’t about transactions—it’s about relationships. When you focus on building genuine relationships and creating value for others, the sales take care of themselves.
This approach also creates a more sustainable alternative to a traditional sales pipeline. You’re building a community that continues to generate opportunities long after the initial connection has been made. Each person in your network becomes a potential source of new connections and opportunities.
The most powerful part? This strategy works in any industry. Whether you’re selling solar panels, real estate, or professional services, the principles remain the same: show up, ask questions, understand needs, and connect people to the solutions they need.
I’ve seen too many salespeople burn out chasing transactions when they could be building communities. The difference isn’t just in results—it’s in sustainability and fulfillment. When your sales strategy creates value for everyone involved, selling becomes something you can feel good about.
Frequently Asked Questions
Q: How long does it take to build a community of sponsors?
Building a community takes time—there’s no overnight solution. I’ve been developing mine for years. Start with a few key relationships and focus on providing genuine value. Even with just 5-10 strong connections who understand your approach, you can begin seeing results. The network grows organically as these initial connections introduce you to others.
Q: What if someone doesn’t honor an overlap agreement?
This happens occasionally, but I don’t waste time with legal battles. Instead, I simply note that this person doesn’t honor commitments and don’t work with them again. The natural consequence of losing future opportunities is usually enough. Most people value their reputation and will honor agreements to maintain good relationships.
Q: Can this approach work in highly competitive industries?
Absolutely—in fact, it works even better in competitive markets. When everyone else is pushing brutal sales tactics, a relationship-based approach stands out. In the solar industry, for example, homeowners are bombarded with aggressive sales pitches. My approach of asking questions and making helpful connections is refreshing by comparison and leads to more trust.
Q: How do you track all these relationships and agreements?
I keep it simple by using email as my documentation system. Every agreement is memorialized in an email that I can search for later. For relationship management, I utilize basic CRM tools; however, the key is consistency in following up. Set regular times to check in with your network, not just when you need something.
Q: What’s the difference between a sponsor and a power sponsor?
A sponsor is someone who can connect you with opportunities or other people. They might make introductions or refer business your way. A power sponsor takes this a step further—they actively advocate for you, open significant doors, and may have substantial influence in your industry. Both are valuable, but powerful sponsors can dramatically accelerate your success.
