The processes of building relationships in sales starts by the appreciation and understanding of the importance fashioning long-lasting relationships by salespeople.
It is important to acknowledge that customers buy from people they know, like, respect and trust (KLRT) so selling is categorically about building and managing relationships.
It follows then that all salespeople must ensure that their customers know them better through proper introduction, sharing of business cards will assist the customer to know your position and location and perhaps your credentials. Never assume that a customer knows you. It is acceptable to share your experience with your clients. It is also commendable to share stories of success to catch their attention and drive the agenda of your professionalism home.
To be liked by customers, salespeople must practice empathy, emotional intelligence, be polite and smile, offer advice, be honest as well as practice good business etiquette and communication such as answering and returning calls, avoid intruding the customer and seeking approval of their time, more especially for busy executives. Sales people must also communicate effectively by responding to emails on time. Another technique is to actually ask the customers what they like to see and consider important areas in their dealing with you or your business and ensure that those areas are covered.
Respect is earned, to earn the respect of your customers sales people must do all the right things. Keeping time, responding to questions, going an extra mile to solve customer problems, listening, being honest and transparent among others.
Lastly salespeople must ensure they gain trust from their clients. Trust is earned through consistency of behavior and being open about business operations. Expertise also earns trust. Salespeople will earn trust of customers when they understand the products through competence and knowledge and proving knowledgeable of the company that they work for. Ethical conduct will also go a long way to generate trust as it establishes your business philosophy and belief system. Salespeople who understand and relate to their vision, mission and values as part of the sales pitch will gain more trust than those who do not. Finally, delivery of results is what counts more to gain trust. We dwell on this point under need-based selling below.
The process of building relationships sales starts as follows:
- Listen actively and communicate effectively with clients or customers- Sales people must take time to understand the needs and pain points of existing and potential customers and make communication clear and concise. Demonstrating genuine interest in their business and the problems they are facing is a prerequisite for building liking, respect and trust.
- Be honest and transparent- Its is crucial that sales people are as honest and transparent as possible in order to build trust. Communicating challenges and breaking bad news are not easy when sales people are trying to balance brand superiority, image and perception. However, a small lie in the name of saving the brand where service delivery and communication is broken may be more costly than anticipated. Don’t over promise and under deliver, minimize disappointments and manage expectations. Be transparent with pricing, terms and conditions, specifications and any other deal breaker issues.
- Follow up regularly – Have in place a KPI for customer contact.This will create an opportunity for planned customer contact as well as approval for any costs related to staying in touch with the customer. Being in regular contact with offers more opportunity for the customer to get to know you better and build a top of the mind awareness of your personality, brand and company. It shows the customer you care and that you are thinking about them most of the time. Send them persona
- Appreciate the customer- Being thankful and appreciating the support from customers is good business etiquette. When customers make a purchase, it is right and proper to thank them. It is commendable ad okay to send written appreciation, a note with a small symbolic gift.
- Be a problem solver- It is important to offer solutions to client’s problems. Let us remember that the reason why we exist in the first place is to solve our customer problems by providing relevant solutions. At times we can refer our customers to competition when we feel we can not be of assistance. It demonstrates that we truly have their interest at heart and not just in the relationship for the money. Solving problems requires understanding customer needs. Ask as many questions as you can to understand the needs of customers.
Needs based selling is an approach to selling based on the understanding of customers’ needs and offering a relevant solution. Often times in selling, we propose products to push stock that has more shelf life than having a consideration of the best solution for the customer.
- Value addition- Solving problems is part of adding value to the client’s business. Other ways to add value include being cost or pricing sensitive, understanding their needs and being creative to solve problems and offering pertinent solutions, developing long-term relationships to a partnership level, engage in collaboration, their corporate social responsibility. It is said that 66% of sales manager believe that selling in terms of value rather than price is essential for success (Selling, Essential Managers 2009, P11).
Building meaningful relationships with customers is a key component of selling and one that every salesperson must strive to achieve. Start building meaningful relationships with your clients for growth and a successful sales career.
