Relationship Selling - The Who, What and Where of Relationship Selling

Relationship Selling. It is a term that has been floating around the Internet for quite a while now and in sales circles. Small business owners, large corporations, Internet marketers, network marketers...it really doesn't matter what business you are in the bottom line comes to one thing - to be successful you need sales. Whether it be product sales or services you offer, your business will die if you don't have this one essential skill.

Some people are just naturals at this skill. It comes easily to them and they know just what to do, what to say and how to say it. But for most, it is a skill that needs to be developed and honed, like a fine wine. It takes time, it takes patience but the end result is a happy and satisfied customer who will keep coming back for more and better yet, refer even more people to you creating a win-win for both you and your customer.

Relationship Selling is really nothing new. The ultimate goal is still the same. Close the deal. But the approach and methodology to get to that point is significantly different.

Let's examine some distinct differences between a more aggressive type of sales (telemarketer) and relationship selling.

Telemarketing

• They call you uninvited. You are solicited by them first.
• They don't even attempt to form a relationship with you, let alone try and listen to your needs which creates a feeling of tension and uneasiness.
• They read a script (quite obviously) which is a standardized, "cookie cutout one size fits all" type of script.
• They make no attempt to solve a problem, simply to make a sale.
• They don't listen, it is a one-sided conversation with no exchange of dialog.
• They give you absolutely no reason to want and purchase from them.
• There is follow up.

Relationship Selling

• You attract the customer to you first.
• You immediately create a comfortable atmosphere.
• You are calling for a reason - to respond to their request for help or questions about a product/service they are investigating.
• It is based solely on the customer's needs.
• The ultimate goal is to provide a solution for your customer.
• Follow up is critical whether there is a sale or not.

So you can see there are distinct differences between the two types of selling with the latter resulting in more customer retention and sales creating a win-win which is the ultimate goal for your business.

Changing your mindset is very difficult. Your immediate reaction is to think of the sale during the entire conversation and you are not alone. We've all done this and it takes some time to overcome.

Some great ways to overcome this is to ask questions that encourage dialog. When you encourage a dialog with your customer, you encourage relationship building, respect, credibility and a comfortable atmosphere is immediately formed paving the way for a much easier transition into the sale.

Who? What? Where? When? Why? How? All open ended questions that encourage dialog. Closed ended; yes/no answers will not help in understanding or forming that relationship with your customer which is so crucial. Identify the emotions and opinions of your customer.

Get inside of their mind and try to find out what makes them tick. For example, you could ask a question like "What is your feeling about learning how to use Relationship Selling in your business to create more customer retention and sales?" You've opened the door to a dialog with your customer, you've addressed a need (more customer retention and sales) and you've positioned yourself to offer your service/product as a solution.

Just be careful not to ever put your customer in the position of being defensive. For instance, you would not want to ask "Why don't you want to learn how to create more customers or sales?".

Distinct difference in the two approaches with the first one inviting your prospect to communicate with you and the second one being a bit more accusatory and arrogant, putting the customer is a position of explaining themselves. Never do this - be careful when using the open ended who, what, where's. Be sure they are creating dialog and not pointing accusatory fingers.

There is far too much information for me to cover in one article but the basics of Relationship Selling come down to a few basics that you have more than likely heard before but bear repeating.

• It takes time - sacrifice is time but well worth it
• It requires effort - enjoy the process and don't think of it as "work" but rather lasting relationship building and customer retention.
• Speak with interest and be compassionate.
• Ask questions that create an exchange of dialog
• Don't rush through the sales presentation - people pick up on this and will call you out on it.
• Give first - I put this last because I truly believe at this point if you don't understand this basic fundamental of sales, you will never move forward.

Remember that we are all human beings and have needs and wants. Your customer is no different. Reach out to them in much the same way as you would like to have someone reach out to you. Everyone has unique moods, feelings, challenges and fears. It is your job to uncover those emotions and move forward with your customer by presenting your product/service as a solution to these emotions.

People buy what they want, not what they need.

By learning the basic skills of Relationship Selling and truly committing to them, you will find that sales close more often, repeat business develops, your referrals magnify and your profits will begin to increase.