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The more and more I think about it, the more I am confidant in the findings of our latest survey and the more I am sure relationship selling has changed.
“The relationship you have had with a client is NOT the best determinant or indicator for any future sales.”
Now I am aware this goes against the grain of a number of populist sales theories and I am comfortable with that. I am hoping, if nothing else, it gets you thinking. I do expect some emails and phone calls asking for clarification and I am more than happy to explain this a little more in coming months.
Here are some key points that prove to me (and hopefully you) that relationship selling has changed for good.
1. Clients buy when their need to buy is greater than the reasons not to buy
2. Clients do not buy relationships. (I am talking from a sales perspective not a life perspective!!!)
3. Clients focus on their own explicit needs
4. Clients buy what the relationship offers them at that time and for the future
5. It is far more important to be trusted than liked
6. If a client trusts you they will buy from you consistently
How many times have you heard a sales person say, "It is all about the relationships you have!”, I know I have heard it at least 5 times in the last week alone. Every time I hear it I physically cringe because they are simply missing the point.
It is NOT “all about the relationship” it is all about the job you do, the results you achieve for your client or customer, your performance, your ability to do the best job - whether it be to have the best product, the best service, the most friendly staff or whatever. It is not the relationship itself it is WHAT THAT RELATIONSHIP REPRESENTS to each client or customer.
Every single customer has different needs, if only slightly. Your number one job as a salesperson – and with the risk of repeating myself – WE ARE ALL SALES PEOPLE – your job is to be flexible enough to meet their explicit needs at that time. From this, you will enjoy a solid, profitable relationship; a relationship that will more than likely lead to stacks of referrals, repeat business and further opportunities. By focusing on the relationship first and not the needs of the customer at that time is akin to putting the horse before the cart.
Now before I get 100 emails telling me how important the relationship is in selling, let me clarify something. I am not saying the relationship is not important, however, things have changed in regards to relationship selling. The relationship today can get you through the door or secure a meeting, however, in a complex sale there are many more extenuating factors. The relationship will get you so far but it is not the main factor in making the sale.
I don’t think there would be too many people reading this who have customers that say “Hey, you are overpriced, your service is lousy, your product is inferior but I am still going to use you because we have had a relationship. They are your customers because of what that represents.
Here is a very simple and often under-utilised tip that will make you happier, and ultimately wealthier.
Click this link to be taken to our website for the rest of the article and the simple tip!
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