21 June 2017

Building Relationships is More Important Than Selling

You’re not the only one offering your product. Chances are you have some competition out there! And if you don’t, whoa – congratulations! You’ve successfully cornered an entire market, which is incredibly rare and you’re probably going to be incredibly rich.

But for the rest of us, our competition lurks around every corner, ready to steal business at the first sign of a struggle. It’s what’s great about the free market… if you’re the one prepared to do the snatching. But just because you’ve snatched a customer your competition has failed to connect with doesn’t mean you’ll keep them, which is why building a relationship is vitally important.

It’s not easy, or everyone would do it. It’s not overly complicated, either. It just takes a little finesse, and a lot of planning. If you’re reading this article, it’s clear you care about improving how you connect with your customers so you’re off to a great start! Here are six tips to building lasting client relationships you can put into practice right away. And these are all great pieces of advice. But we have something to add to the mix.

Why Do People Buy From You?

Before customers decide to buy what you’re selling, they have to buy into you. They make positive purchasing decisions because they feel like they know you, like you, and most importantly, can trust you. So how do you get someone to know, like, and trust you?

The first step is listening to them. Hear their needs. We don’t mean repeat what they say back to them (although that’s important, too), we mean really hear them. Get a feel for what they’re saying, and what they’re not saying. Ask questions to make sure you understand the full scope of their problem. Once you’ve done so, you’re better able to have a real conversation with them about how you’re going to make their issues go away. By the end of it, they’ll be 100% convinced you’re their guy (or girl!).

Connect the dots behind the scenes. Share stories of how other salespeople have helped clients in their exact situation – include how the problem was resolved and indicate that a similar resolution will likely work this time, too. If you want, be bold and connect the dots between industries. If you can think of a relevant story that involves another industry go ahead and share that, too! You’re not only confirming that you understand their problem, you’re giving them confidence that you’re qualified to make it disappear! Plus, giving them an outlet to verbalize their troubles opens the door for you to capitalize on their vulnerability. That sounds harsh, but trust us, it’s what your customers want. You’re relating to them and developing a human relationship. Nobody wants to buy from a salesperson. They want to buy from a friend.

Once you’ve established said relationship, then and only then is it time to talk about price. At that point, your potential customer will hopefully know you, like you, and trust you — which means price will likely be irrelevant. It’s not slimy, it’s honesty. You’re choosing to focus on the service you can provide your customer and if you indeed solve a big enough problem for it they’ll probably throw money at you.

How Do You Know What You Don’t Know?

If you’re wondering how to know when these relationships have been established and when it’s time to talk price, you’re asking the absolute right question. You could have daily meetings with all your sales staff, have them rehash every conversation they’ve had that day and simply trust their memories. Or you could utilize a tool that’s even more intuitive and actually wants to recap a full day for you. Callcap’s Call Monitoring services help you keep a pulse on how employees build those initial relationships. Did they lead to sales? Were they blown opportunities? With Call Monitoring, you’ll actually know.

We’d love to talk with you about empowering your sales professionals to nurture trusting relationships with potential clients. Learn more about our Call Monitoring services today!