Podcast Episode 16: The Art of Sales: Building Trust and Lasting Relationships with Lenny Andrichuk 

From his early days selling newspapers to decades of building business development in engineering, Lenny shares timeless lessons on why trust, authenticity, and genuine connection matter more than quick wins. He unpacks how long-term contracts are built on relationships, why retention often beats acquisition, and how to reframe sales as creating impact and value instead of just closing deals.

Episode Takeaways:

• Sales is about relationships, not transactions. 
  Long-term success comes from genuine connections and trust, not just closing a single deal.  
• Retention often matters more than acquisition. 
  Winning new business is important, but keeping clients through consistency and authenticity creates the real foundation for growth.  
• Authenticity is your greatest sales tool. 
  People can sense when you’re not being genuine, and true rapport comes from showing up as yourself and truly caring about the customer.  
• Impact drives lasting success. 
  By reframing sales as helping clients achieve meaningful outcomes, you create partnerships that endure beyond contracts. 

If you found this valuable, make sure to subscribe to Driving Growth wherever you get your podcasts for more strategies on building a scalable revenue engine. New episodes are available on the first and third Wednesday of each month.

• Apple Podcasts: https://podcasts.apple.com/podcast/id1798562608 
• Spotify: https://open.spotify.com/show/7oPqQgSxiCjI9hlopITT1x?si=cbbd8ed459c248eb 

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