Relationship Selling

Chances are most people have heard the term selling.  Just the mere word sometimes sends bone chilling feelings throughout the body.  Whether you are on the receiving end or the giving end, selling is one of those words that automatically puts up a barrier in your mind when you hear it.  So simply adding the word “Relationship” in front of Selling doesn’t automatically give anyone a warm and fuzzy feeling. But what exactly is Relationship Selling and is it really different from the selling which we have all become familiar? By Wikipedia’s definition the term selling means simply to “try and persuade someone to buy one’s product or service(s)”.  To me, the key word in this sentence is “persuade”.  Immediately the word “pitchy salesman” comes to mind, the “telemarketer” who calls you at all hours of the day uninvited trying to persuade you to purchase something that you have absolutely no desire to purchase or even worse, no interest in whatsoever; or the saleswoman(man) who follows you relentlessly around the store hoping to “bag” the sale to the point where you walk out in frustration just to get away from them. Relationship Selling, however, is quite the opposite and a relatively new approach but one that seems to be catching fire as we move forward in today’s market. So let’s start with the differences between the “telemarketing” type of sale and Relationship Selling. Telemarketing

• You solicit them first
• They feel uncomfortable
• There is absolutely no interaction
• You present your product, opportunity, service and then try and persuade them into purchasing
• It becomes nothing but a “number” game
• There is no follow-up and no genuine concern on the part of the salesperson

Relationship Selling

• You attract the customer
• They are immediately more comfortable
• You are responding to their request for more information/purchase
• You building a relationship with your customer first
• Creates a win-win for both you and the customer
• It is based on addressing the prospect(s)/customer(s) needs.
• It is solution based – providing a solution for the customer
• Follow-up is a crucial element in this type of selling

Not everyone is created equal and today most people are frustrated and leery of any sales pitches they see. We have been inundated with noise; both on the internet and on the television.  Seems everyone is trying to sell us something at sometime nearly every hour of the day.   With the advent of the Internet and the advances in technology most people have no reprieve from the constant bombardment of ads and offers flowing across their desks and into their lives daily.  So the first thing you need to do is reset your mind and clear it from all of the old ways of selling  to which you have become accustomed.  Start to open up to the thought of “relationship building” first. Relationship selling requires a whole new way of thinking and different skill set.

1. It requires poise.  Most salespeople have poise internally built in as a personality trait but to truly be successful with relationship selling you must be very confident and assured that what you are offering is the BEST solution for your customer.  It’s not about pushing a product/service on this customer but more about providing a solution to a problem.
2. Relationship Building.  We’ve covered this and obviously the word “Relationship Selling” is self explanatory but it cannot be emphasized enough.  You must build a relationship with your customer first.  Build credibility with them as you move forward in the selling process so they come to know and trust you.  This takes down those barriers that are immediately put up when people feel they are being “sold”.
3. Asking Open-Ended Questions.  This isn’t about asking your “scripted” questions to which you simply get a “yes” or “no”.  This is about understanding your customer and listening to what their problems are and trying to come up with solutions.
4. Which brings us to the next skill – Listening.  If you don’t listen to your customer, how can you provide them a solution?  This is such a crucial skill and so often overlooked in the old methods of selling.  One size fits all does not apply in Relationship Selling.
5. Positioning your Unique Selling Proposition – we won’t get into the entire definition of a USP here.  That is another post altogether.  But suffice it to say that you need to know what makes your product/service different from the thousands out there right now?  In other words, why should they buy from you?
6. Sales Objection Resolutions – learning how to overcome objections.  This is crucial in any sales training but in relationship selling the objection resolution is always focused on the customer’s needs and not your “sale”.

You need to open your mind to the learning process. Relationship Selling definitely takes more time and it is not always an immediate sale.  But the effort and time it takes to build these relationships are everlasting.   Building solid, lasting relationships will create trust, develop credibility, is based on good communication and non-confrontational.  It should always create a win-win for both yourself and your customer.

Watch this brief video on the Anatomy of a Sale utilizing Relationship Selling Principles and Closing the Sale!