Relationship Selling: Managing Human Connections as Sales Assets - Hardcoverby Jim Cathcart (Author), Victor Antonio (Author) Relationships should be considered as Assets and managed accordingly. When you establish a connection with someone, sustain it and become their preferred provider. All businesses reach out to make contact and get a sale, but only the best treat them as treasured friends. Those businesses are rewarded with a lifetime of sales that come more easily with every passing year. Reach the Top 1% of your field,