When you think about what a business fundamentally does, “building relationships” isn’t the first thing that comes to mind. Building relationships seems more suited for a counselor or someone who is involved in a service related job. Too often, people’s perception of a business is about selling people things. This is true only on the most basic level. However, when you think about what goes on in a transaction, communication is essential, and the building block of a solid relationship. The way to outperform the competition is to think in terms of relationships rather than just sales.…