“People buy from people they like.” It’s an old adage that many salespeople have taken to heart. It works. Getting to meet people, then developing a relationship, are keys to selling success, especially when you have a complex sale involving many people and points of view.
Once you have established solid relationships, your ability to complete the sale depends on demonstrating that you can deliver what the customer wants at an acceptable price under acceptable terms and conditions.
You need three steps: gaining access to the right people, developing a relationship with each one, and demonstrating your capabilities, to establish trust and make sales. Building long-term relationships depends on your continued focus on each of these steps.
Customer loyalty comes from the fourth step: demonstrating a caring partnership with your customer. There is no substitute for what is revealed when you and your customer hit a “bump in the road.” Your handling of rocky situations shows a great deal about how far and how much you can be trusted. This is where your surface business relationship can deepen into loyalty on both sides.
Here is an example of each step and what is involved. Joe is an organizational development consultant who works with small businesses and large corporations.
Do I Know You?
Joe has learned that the XYZ Group is about to purchase ABC, Inc. This looks like a great opportunity. Joe anticipates that XYZ will need a lot of help assimilating the people and culture of ABC, Inc.
His first step is to research the company and situation as much as possible. Joe taps into his social network and finds people who can help him. He does his homework and decides to pursue a possible engagement with XYZ Group.
Now Joe needs access to the Decision Makers, those with the desire and power to hire someone like Joe. He uses his business networking skills and connections to identify and meet these Decision Makers.
Initially Joe wants to create a connection. He wants to find similarities between himself and each Decision Maker. This could be mutual friends or acquaintances, common interests, shared experiences such as attending the same college, or anything else that gives a starting point for developing a relationship.
Do I Like You?
Once Joe reaches key people, he wants to strengthen his connection with them. He does this by doing things like showing interest, finding ways to make himself valuable such as providing useful information, and showcasing common interests, for example by inviting his prospective client to a sports event.
As Joe and his prospective client develop a stronger relationship, they are willing and able to share more information with each other. Trust is being developed. Each is willing to disclose more sensitive information and to discuss problems and goals candidly and in greater detail.
Are You Capable?
Once good relationships have been developed, there is generally a feeling between Joe and his client(s) that they would like to do business together. Now it is up to Joe to demonstrate that he is capable of delivering what his prospective client wants.
This calls for a deepening of the trust that has already been developed. In complex sales, it also often calls for new relationships to be developed. Joe’s prospective client will want him to demonstrate his abilities to others within the organization. Joe will have new contacts handed to him. He must get to know each person, understand what they need to see and hear, and convince them that he is the best choice for this job.
Will You Be There in Tough Times?
The first three steps will get you the sale. They can also lead to a mutually beneficial relationship with your client. This is further enhanced by those who remember to keep selling to their customers. Make sure you continue to pay attention to your contacts. Find ways to maintain strong relationships, within the scope of your assignment and also as friends.
The fourth and highest level of trust comes from unexpected opportunities. There will inevitably be times when something goes wrong. It could be from your side, from the client’s side, or from something neither of you could anticipate. When these opportunities arise, work with your client to do what is right. Do it quickly and without question. Let them know that you care about them and their business, regardless of whether that caring sometimes puts a dent in your bottom line.
With your best customers, these situations will happen infrequently. You may lose a bit of money in the short-run, but your business will thrive long-term as your clients look for ways to give you more business. Opportunities for demonstrating customer commitment appear at odd times. Look for them. Be ready for them.
Comments on this entry are closed.