Turning Conversations into Clients with Nelson Dickson

In this episode, I talk with Nelson Dickson, founder of C3 Creations, about the power of relationships in sales.

Nelson shares how he built his marketing brokerage by focusing on genuine connections rather than transactions. As a self-described introvert, he changed his approach to networking by asking "How can I help?" instead of "What can I get?"

Key takeaways:

• 60-70% of Nelson's business comes from referrals
• Shift your mindset from collecting business cards to making real connections
• Give more value than you gain
• Be authentic - people can spot "quota breath" from a mile away
• Don't be afraid to stand out (like wearing silly Christmas suits!)

Nelson also recommends consistent content posting and doing a yearly "relationship audit" to strengthen connections that matter.

This week's challenge: Take 15 minutes to reconnect with one contact - no pitch, no agenda, just genuine connection.

Want to connect with Nelson? Find him on LinkedIn or visit c3creations.com.

• DM me on LinkedIn or Instagram!
• Join us for the next SAS LIVE Office Hours Event!
• Check out the LinkedIn Lead Generator to learn how to turn simple daily actions into real conversations with potential clients.
• Grab your free 5-Minute Sales Audit for a quick scan to show what’s working, what’s not—and one thing you can improve right away.

Tam Smith is a Sales Growth Strategist and founder of Studio Three 49, where she helps creative agencies and service pros ditch feast-or-famine cycles with sales systems that actually feel good to use.

With 15+ years in sales leadership, Tam’s work focuses on building genuine relationships, crafting smart outreach strategies, and creating consistent client pipelines—no pressure tactics required.

She also hosts live Sales as Service Office Hours, where she shows up as the perpetual student—sharing what she’s testing, learning, and uncovering, while answering real questions about sales and sustainable business growth.