One common truth in sales is given the choice people would rather do business with their friends. Here lies the importance of having strong relationships with your customers. If you need further proof of this just listen to what author and professional relationship expert Keith Ferrazzi says, “Smart salespeople spend 80% of their time building strong relationships with the people they do business with and 80% of building and maintaining relationships is just staying in touch.” Having a strong relationship is more than just being good at small talk with your customers. Rather, it’s connecting with your customer on a personal level and building trust over time that will lead to a great relationship. This is not a onetime event. As in any relationship in life, it takes time and multiple interactions to build a solid relationship. Although most salespeople might not think so, the salesperson motives are usually easily read by the customer. Nothing damages a relationship with your customer more or prevents one from happening than when the customer feels the salesperson is only concerned with one thing, his or her own needs. This is what separates the salesperson from the good salesperson. The salesperson wants to just take your money and a good salesperson wants to make your life better.
Relationships are all about communication and customer relationships are no different. Communicating clearly and regularly with your customers is not only about sharing information. It is both give and take and if done correctly, will build trust and strengthen your relationship. If given the option, communication face-to-face is the most effective. However, not all sales are done face-to-face so communication via email or over the phone can also be effective. The key to remember and so often forgotten is that without being able to see the facial expressions and mannerisms of the person that is talking, words can easily be misconstrued. A lot of pain and heartburn can be avoided if the salesperson would just pick up the phone and speak directly with the customer. Email is a great tool for communicating with a number of different people in different locations, but should never be used as the sole way to communicate with your customers. Although technology has forever changed many facets of business nothing can replace the impact that meeting with your customers face-to-face can have. Many of my most successful sales calls and customer relationships have been built by stepping on an airplane and flying across country for a single meeting. Yes, it takes time and energy but then again what important relationship doesn’t?
It seems with all the training salespeople receive, the focus on customer relationships can often be pushed to the side or forgotten about entirely. Salespeople often feel internal pressure to hit their ever increasing sales goals that they mistakenly focus solely on the goals themselves instead of the relationships that will help them meet said goals. There could be a variety of reasons why but the reality is that if you are not focusing on building relationships with your customers you are missing out on a way to built trust with your customers and differentiate yourself from your competition. In Jeffrey Gitomer’s Little Teal Book of Trust he states this perfectly, “Customers buy because they trust you, but in order for them to gain that trust, they first had to like you AND believe you AND have confidence in you.”
Here are a few solutions to help you build and strengthen relationships with your customers:
1. Break bread with your customers- Getting your customers out of the office and sharing a meal or a cup of coffee is a great way to do this.
2. Be a business connector- Introduce your customer to someone you know they want to do business with.
3. Become a trusted business partner- share solutions and information with them that will help them grow their business and meet their Corporate Objectives.
4. Take them to a sporting event or concert- this is a great way to involve not just the customer but their spouse.
5. Thank them for their business by sending them hand written Thank You cards.
6. Stay in contact with them on a regular basis- this can be done simply by giving them a quick call to let them know you were thinking of them and asking if you can be of any further assistance.
Relationships are all about communication and customer relationships are no different. Communicating clearly and regularly with your customers is not only about sharing information. It is both give and take and if done correctly, will build trust and strengthen your relationship. If given the option, communication face-to-face is the most effective. However, not all sales are done face-to-face so communication via email or over the phone can also be effective. The key to remember and so often forgotten is that without being able to see the facial expressions and mannerisms of the person that is talking, words can easily be misconstrued. A lot of pain and heartburn can be avoided if the salesperson would just pick up the phone and speak directly with the customer. Email is a great tool for communicating with a number of different people in different locations, but should never be used as the sole way to communicate with your customers. Although technology has forever changed many facets of business nothing can replace the impact that meeting with your customers face-to-face can have. Many of my most successful sales calls and customer relationships have been built by stepping on an airplane and flying across country for a single meeting. Yes, it takes time and energy but then again what important relationship doesn’t?
It seems with all the training salespeople receive, the focus on customer relationships can often be pushed to the side or forgotten about entirely. Salespeople often feel internal pressure to hit their ever increasing sales goals that they mistakenly focus solely on the goals themselves instead of the relationships that will help them meet said goals. There could be a variety of reasons why but the reality is that if you are not focusing on building relationships with your customers you are missing out on a way to built trust with your customers and differentiate yourself from your competition. In Jeffrey Gitomer’s Little Teal Book of Trust he states this perfectly, “Customers buy because they trust you, but in order for them to gain that trust, they first had to like you AND believe you AND have confidence in you.”
Here are a few solutions to help you build and strengthen relationships with your customers:
1. Break bread with your customers- Getting your customers out of the office and sharing a meal or a cup of coffee is a great way to do this.
2. Be a business connector- Introduce your customer to someone you know they want to do business with.
3. Become a trusted business partner- share solutions and information with them that will help them grow their business and meet their Corporate Objectives.
4. Take them to a sporting event or concert- this is a great way to involve not just the customer but their spouse.
5. Thank them for their business by sending them hand written Thank You cards.
6. Stay in contact with them on a regular basis- this can be done simply by giving them a quick call to let them know you were thinking of them and asking if you can be of any further assistance.
RSS Feed