#My Best Sales Advice, Joe Shaker

A new year brings new possibilities, new growth, and new team members. It’s also the perfect time to reflect on the principles that drive success in sales.

Although it has been over ten years since I last did a deal with Shaker Recruitment in Chicago, my relationship with Joe Shaker Jr. has remained strong.

Over the holidays, Joe and I were catching up when I asked him:

💬 “What’s the best piece of sales advice you’ve ever received?”

Without hesitation, Joe quoted his father, Joe Shaker Sr.:

💡 "Make a friend, make a deal."

Simple. Powerful. And absolutely true.

The Power of Real Connections in Sales

📌 In business, we have more ways to communicate than ever before—but fewer real connections.

Today’s competitive landscape makes relationship-building more challenging, yet it’s more critical than ever for long-term success.

🔹 Sales has always been about trust.
🔹 People buy from those they know, like, and respect.
🔹 The best deals don’t come from cold calls—they come from real relationships.

And the data backs it up.

🚀 Sales Stats That Prove Relationships Matter

According to HubSpot:
📊 84% of buyers now kick off their buying process with a referral.
📊 92% of buyers trust referrals from people they know.

💡 Translation? To accelerate your sales cycle, build relationships that turn into referrals.

👉 How many more deals could you close if your clients saw you as a trusted partner rather than just a salesperson?

Why “Make a Friend, Make a Deal” Works

Joe Shaker Jr. and Sr. don’t just say this—they live it.

Even though it’s been over a decade since Joe and I worked together, we can pick up the phone and talk like no time has passed. That’s the power of relationship-driven sales.

🔹 Why this approach works:
✔️ Referrals close faster than cold outreach.
✔️ Long-term clients generate repeat business.
✔️ A strong network leads to new opportunities—before you even ask.

📢 Sales isn’t just about transactions—it’s about trust. Build the relationship first, and the deal will follow.

How to Apply This in Your Sales Strategy

💡 Want to build better relationships in sales? Here’s how:

✅ Focus on real conversations, not just closing deals.
✅ Check in with past clients—even when you’re not selling.
✅ Become a connector—introduce people who can help each other.
✅ Be someone worth knowing—show value before asking for anything.
✅ Turn customers into advocates—make referrals your #1 growth strategy.

📢 Bottom line: Relationships don’t just help you close deals—they build a network that keeps your pipeline full for years to come.

About Joe Shaker Jr.

Joe Shaker Jr. is the President of Shaker Recruitment, a pioneer in the industry since 1951.

Shaker Recruitment specializes in customized communications and strategies for attracting and retaining top talent—helping companies find the right people, in the right place, with the right message.

Joe’s leadership and commitment to relationship-driven sales continue to shape the future of recruitment marketing.