Winning Relationships

In this game-changing episode of Highly Adaptive, Jeff Pelliccio and Erin MacKenzie sit down with Casey Jacox, top sales coach and former #1 producer at Kforce, to decode why relationships—not deals—determine success in staffing. Sporting his elite Seattle Mariners mustache (a story worth hearing), Casey delivers hard truths about why most staffing professionals are getting relationships completely wrong.

Drawing from his journey from executive to entrepreneur, Casey reveals the moment in Dallas when he discovered the core principle that would reshape his entire approach: "Win people, not just deals." This insight led to his book "Win the Relationship, Not the Deal" and a coaching practice that's transforming how staffing leaders think about sales.

The conversation tackles the industry's biggest blind spot—leaders tell their teams to "build relationships" without teaching them how. Casey breaks down his six-chapter framework with specific, actionable strategies that he used to build elite-level results at Kforce and continues to teach today. From the power of following up after losing a deal to the art of TED-based questions (Tell, Explain, Describe), this episode delivers tactical wisdom wrapped in authentic storytelling.

Whether you're struggling with AI-driven commoditization or wondering how to break through transactional client relationships, Casey's approach offers a refreshing return to fundamentals that actually work.

Key Takeaways

Win People, Not Deals – Follow up after losing: "Are the consultants you hired doing great?" creates three opportunities for connection

Listen vs. Hear – Hearing is subconscious, listening is conscious—practice TED questions (Tell me, Explain, Describe) to master this skill

Document Everything – Remember birthdays, alma maters, past conversations—relationships are built on documented details

Say No to Bad Fits – Casey turned down a client he chased for two years because the risk wasn't worth destroying the relationship

Practice on Family First – Most salespeople practice on clients; winners practice communication skills at home where stakes are lower

Ask for Specific Feedback – "Tell me TWO things we do well and TWO things to improve"—numbers in questions drive deeper answers

Sponsors

Allied Insight - The Preferred Marketing Partner of Staffing and Consulting Businesses
Winning relationships requires authentic positioning. Allied Insight helps staffing firms build brands that attract ideal clients and create lasting connections that transcend transactional sales.

All Things Staffing - Expert Resources for the Staffing Community
Your destination for relationship-driven strategies and industry insights. All Things Staffing provides the knowledge foundation that helps leaders build stronger connections and better businesses.