Tour of duty

The theory that sales success relies heavily on building relationships is more than academic to Kelly Defebo, who runs the Visit Sarasota County sales department.

Even when Defebo receives a rejection, she considers it a chance to keep the relationship going. Like the time John Deere executives drove 130 miles to tell her in person that the company decided to move its annual dealer conference from Sarasota to suburban Orlando. It was a punch-to-the-gut dismissal, says Defebo, given the $34 billion forest and agriculture equipment firm normally brings 3,000 visitors to town over three weeks. The conference was the largest single piece of meeting business in Sarasota County, and it was held locally for a decade.

But two years later, Defebo still maintains a friendship with the John Deere executives who make the conference location decisions. She will send them an email with an inside joke. Or she will clip and mail a newspaper article on something they have in common that might have nothing to do with business.