Relational Selling

Sales Man Up Blog

Relational Selling

I have always said that everyone is in sales. Maybe you don’t hold the title of salesperson, but if the business you are in requires you to deal with people, you, my friend, are in sales.

Zig Ziglar

Who doesn’t desire true and meaningful relationships in life ? A friend of mine makes the statement that “ you know who your true friends are. They’re the ones you can call at two o’clock in the morning to help you pull your truck out of a ditch.” Agreed. Relationships on that level of trust don’t form overnight, do they ? Neither do client relationships.

Which is better - to have a string of one time transactions, or a client/ customer who returns and buys your product or services over and over again ? Relational selling comes across in our attitude and the way we treat our clients. Do we show up with the mindset of what we can get , or rather what we can give ? If we approach our customers with empathy and understanding, seeking to listen and not just regurgitate our spiel ; these actions will become a relational platform on which to build. You may be in retail sales, and asking yourself the question, “ who really cares ? I may not ever see this customer again anyway !” If that is your attitude, I can promise you that you probably will NOT ever see that customer again. On the other hand, if we find out their pain points, really listen to our client’s needs, and put forth the effort to respond with kindness and consideration ; the return will come back to us with abundance. “ But it’s all about making the sales and closing the deal, isn’t it ?” Well, yes it is and no it isn't . If we make the sale while meeting the specific needs of our customer, it becomes a win/win for both the salesperson and the client. I realize that No Sales = No food. Got it. We all need to pay the bills. I believe we can do that and still treat people well in the process.

Just like in marriage, how we say something is as equally important as what we say. Do our customers feel our empathy and concern in the way that we address them ? Do they know that we are ignited with their sense of urgency ? Are we patient with them when life and deadlines come crashing down on their heads? Do we back up and give them a little space, swallowing our own agenda and waiting for another day to close the deal ? That’s a tough thing to do. In my short stint of door-to-door sales, I was taught by my manager, once knocking on a door, to take a step back once the homeowner appeared in the doorway. This communicated to the prospect that you respected their space and you were not pushing yourself into their space.

Jerks may make one sale, but don’t expect that they will make the second with the same person. Have we built such a strong rapport with our clients that they feel good about us and our product, and actually want to do business with us ? As a matter of fact, they like us so much that they would rather see the business go to us than any of our competition ?  My sister-in-law sells furniture within the largest retirement community in central FL. She has shared multiple stories of customers that have purchased entire homes of furniture, only to return with another couple in tow who also need to furnish their home. What are her customers saying with their actions ? They’re saying in no uncertain terms, “ You took such good care of our needs, that we want our friends to experience the same kind of service ; and we want to bless you in the process.” Bottom line - relational selling produces long-term benefits that repeat over and over again. A little kindness goes a long way.

Kindness is the language which the deaf can hear and the blind can see. -Mark Twain

No act of kindness, no matter how small, is ever wasted. - Aesop