Russell Wardrop

Anyone who opens with “I’m not in sales” and then corrals you (and a hundred others) for an hour is in sales. That was Amway: selling essentials to family and friends. On paper it seems a win/win – your house gets cleaned; everyone makes a few quid – but let’s be honest: it felt queasy. Something was off.

That feeling – the “ick” – is what stops many professionals from collaborative selling with colleagues.

• Why should I have to ask? They know me.
• I don’t want to ask. Don’t they know what I do?
• And what if I get a knock-back? It’ll sting more from someone I know.

All fair points. But if you’re a professional with targets, you need to get over yourself. Developing your internal relationships is usually a win/win, and research shows it significantly boosts the bottom line.

As a professional, you’re offering colleagues high-value expertise with built-in trust – just a few steps (or clicks) down the corridor. What’s not to like?

But, to hit those targets, you’ll need to overcome some barriers.

1. The Ick
   • You didn’t sign up to be in sales. Your business card doesn’t say “sales.” You wore the funny hat, got the scroll, and thought your future was only about expertise.
   • But here’s the truth: part of your role is selling. Call it “rainmaking” if that helps. Accepting that reality is the first step to getting busy.
2. Trust
   • Trust doesn’t come automatically just because you’re in the same business. It has to be built.
   • I once worked with real estate partners who’d sold to a Big 4 consultancy. The ones who sat back and waited for work to flow in didn’t last. The ones who got out there, developed relationships, and seized opportunities? They’re still thriving.
   • Trust is complex. Bigger colleagues can feel intimidating. You might get burned if a project falls through. But that’s part of the game, and a reason to sharpen your negotiation skills.
3. Time & Timing
   
   • You get out what you put in. Not every colleague will open their black book for you, nor should they.
   • The mistake is expecting reciprocity without giving first. Collaboration isn’t about immediate quid pro quo. It’s about sharing value confidently, knowing the return will come in the long run.
   • And whatever you do, don’t run to “teacher” (the managing partner) every time there’s a squabble about fees. Nothing kills collaboration faster.

A Rainmaker, in business, generates an unusually high amount of revenue or, in governance, exerts influence for an organisation by bringing in new opportunities, creating trust, and converting relationships into measurable outcomes.

Rainmakers open doors others cannot. They make things happen. At KWC Global, we have trained more than 100,000 people over 25 years to become Rainmakers.

Collaborative selling can seem like a black art, but it’s not mysterious. The best rainmakers simply work at a few key traits:

1. Knowledge: You don’t need to be the most charismatic in the room, but you can be the most knowledgeable. Build subject-matter expertise both in your own field and in the areas you want to team up with colleagues on.

2. Understanding: Knowledge is only the start. You need to show colleagues specifically how working with you helps them: more business, better outcomes, less hassle. Map their value proposition onto your clients’ needs and craft a compelling joint story.

3. Relationships: If you’re not visible, you’re invisible. One client director I know generated millions simply by having early breakfast twice a week in his client’s staff canteen. Work the nets.

4. Skills: Many senior professionals still see sales as “dirty.” The best rainmakers accept they are in sales and work hard on their skills. They treat it as a craft, not an afterthought.

5. Attitude: Frank Dick, the former UK Athletics coach, once asked an audience to rank coaching, attitude, and ability. Everyone got it wrong. Attitude comes first.

In business, culture eats strategy for breakfast. Some firms embrace collaborative selling better than others. But the best rainmakers don’t wait for permission, they just get out and get busy.

Russell Wardrop is co-founder of KWC Global