Relationship Selling: More than Just a Customer
Establishing a mutually beneficial relationship allows vendors and service providers to better predict customer needs. A positive connection likewise permits business owners to make realistic offers in keeping with consumer buying patterns.
Nurturing any mutually beneficial relationship takes time. However, unseasoned salespeople - and some entrepreneurs - tend to fall prey to certain pitfalls, among them:
- Not fully understanding the customer's emotional investment in the product or service. Exceptional salespeople, yourself included, should know their customers and understand the emotional reasons behind their purchases.
- Talking too much when you should be listening. This directly ties into the previous bullet. Knowing your customer means that, at times, you ditch the pitch. Some salespeople are so obsessed with making the sale they don't take the time to listen.
- Giving up too quickly. Rejection is par for the course in any sales position. The best salespeople are happy no matter how many doors slam shut in their faces.
- Not being prepared. The best of the best predict what their customers will say and know how to respond in advance. Sales pitches sound natural, not rehearsed.
- Lacking faith in the company's products or services. In order to be a great salesperson, you have to believe beyond a shadow of a doubt that what you are selling is worthwhile. If this is not the case, your customers will intuitively know you are insincere.