Posts Tagged ‘Relationship Selling’
Relationship Selling – Selling in Today’s Market
March 21st, 2010 | 
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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.
- 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.
- 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”.
- 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.
- 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.
- 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?
- 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!
Posted in Relationship Selling | 
Tags: Creating Customer Value, Relationship Selling, Sales Follow Up, Sales Objections | 
58 Comments »
Relationship Selling To Grow Your Business by Jim Cathcart
While in Warsaw, Poland to conduct a seminar on Relationship Selling, I recorded this 15 minute video for my friend & colleague Daniel Burrus to use in promotion of his new book Flash Foresight. His book is excellent, has already become a national best seller and I highly recommend it. In this video I walk you through exactly how to apply Relationship Selling to your life and business.
Duration : 0:15:28
The Relationship Selling System
Solution Selling, Relationship Selling, Profitable Channels, needs based selling,
Duration : 0:11:30
Posted in Relationship Selling |
Tags: Profitable Channels, Relationship Selling, Sales Training, solution selling |
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Relationship Selling: Anatomy of a Sale
http://relationshipselling.org Teaching relationship selling principles. Bridging the gap for small business startups to help them build customer relationships both off-line and on-line. Building customer relationships is paramount for a successful start up and any business. Utilizing relationship selling techniques leads to more customer retention, customer referrals and greater profits. http://relationshipselling.org
Duration : 0:10:0
Business Sales Leads: 3 Quick and Easy Tips for Successful Follow Up
Business Sales Leads: Will you Get the Green Light to Move Forward?
Business Sales Leads can be a daunting thing. If you have ever made a cold call in your life then you no doubt no exactly what this means.
Following up with good business sales leads can make for a very pleasant experience and go a long way in developing a solid relationship if done properly and if utilizing the principles of relationship selling.
Persuasion and sales does not mix. So when you follow up with your lead, be cognizant of the fact that you are not trying to persuade them to do anything. Consultative selling is providing or discovering a solution for your lead. This can be done on the first call by making it about THEM and not about YOU. Don’t try to bedazzle them with your knowledge of sales or your products. They could care less. What you need to do during this intitial contact is find out what it is they need to make their lives easier and less painful.
In other words, start to build a relationship with them by finding out what it is they want, desire, need and most of all, what exactly are their challenges. Let’s assume your business sales leads came to you as “hot” prospects. ”Hot” prospects can mean several different things but to me, the hottest prospects are leads who come through a funnel and have already taken out their wallets to purchase a front end product. They are ready and willing to hear what you have to say and they obviously have some sort of challenge they are trying to overcome.
This is your initial contact with this prospect and if you wait too long to follow up with them, then they no longer are “hot”. They start to cool down and once this occurs it will be increasingly more difficult to get your foot in the door.
Here are 3 quick and easy tips for successful follow up with business sales leads.
- Contact them within 48 hours of getting the lead. Sounds logical and rather simplistic but many people sit on leads until they cool off and then wonder why the prospect 1) is never available or 2) no longer has an interest in what you have to offer.
- When you contact them, tell them WHY you are contacting them immediately. People are very suspicious and wary of talking with anyone (we are living in the age of overcommunication) and their first reaction is to pull away. Draw them in immediately by letting them know your name, who you represent, and WHY you are calling. If they downloaded a book you offered, tell them that and let them know you are calling to offer them a complimentary consultation to help them with some of the challenges (whatever they may be) that they may be facing.
- Then, ask if it is a good time to talk. Do not just go directly into your “pitch” or continue on in the conversation without knowing if it is good for your prospect. They might be in the middle of making dinner or on their way out of the door. Perfunctory listening is useless. If you don’t have their full undivided attention, then you are wasting your time as well as theirs. Be cognizant of this and make sure it is a good time for them. If it is not, then reschedule with them for a time that works for both of you.
Following these simple and basic tips for your business sales leads will help dramatically in holding your prospect’s attention long enough to start to engage them in a conversation. Once you are able to engage them, then you can use all of the principles of relationship selling to carry them through the entire sales process without ever being pushy or aggressive.
Remember, persuasion and sales does not mix. You do not need to persuade them to listen to you. You simply need to be honest, forthright and genuine. The rest will fall into place as you move along the process.
Sales Training Techniques Utilizing Relationship Selling
When your method of communication is based on principles it will work in every situation. I don’t know who said this originally but it illustrates the point:
“Techniques are many, Principles are few.
Techniques will vary, Principles never do!”
Conventional selling is based on selling by persuasion but it is fast losing its lustre. In fact if you looked up selling in an old English dictionary the definition you would find would be “to serve” and “to exchange”. Instead of trying to persuade others to do what you want them to do. The relationship selling approach allows you to help and serve people. It allows them to motivate themselves to change their situation.
If you have read Stephen Covey’s book “The 7 Habits of Highly Effective People” you will remember Habit 5 “Seek First to Understand, Then to Be Understood”. By engaging in a natural dialog and truly listening you will understand your customers needs and be able to offer them a solution.
So it really doesn’t matter which sales training techniques you use but rather the way you communicate those techniques. What works for one will not always work for another so trying to create a “cookie cutter” mold for techniques is next to impossible.
There is little point in mastering skills that do not produce tangible improvements. Much as we would like to clone a top sales personality we can’t. What we can improve is sales training techniques that are teachable, measurable and produce predictable outcomes.
Posted in Relationship Selling |
Tags: consultative selling, Creating Customer Value, Relationship Selling, Sales Follow Up |
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Objection Handling: How to Handle Objections and Make the Sale
Objection handling is probably one of the trickiest and most feared aspect of selling. When one first gets involved in any type of sales situation, especially a non-salesperson, the thought of handling or overcoming objections from a customer/prospect is probably one of the most feared aspects of selling. Some say it is right up there with the fear of public speaking. Yet, if handled properly, objections can be a great thing.
Let’s first start by defining what exactly an objection really is: Simply put, an objection is the need from your customer/prospect for more information, communication, clarification and alternatives. It is actually your customer/prospect inviting you to move along in the sales process. If you understand and truly believe this, you will come a long way in being able to not only handle these objections with ease, but secure new clients and customers because of your ability to help them along in the process.
How do you handle or resolve an objection? The million dollar question.
- Objection handling requires clarification. As a solutions provider, you need to be able to clarify back to your customer with an answer they are looking for and not one that satisfies your need. In other words, don’t handle an objection with a “canned” response that will help you close the sale but rather one that actually will help to clarify the problem or issue your customer/prospect is having with your solution. Communication is key. Two way communication – requires listening, feedback and action.
- Write down all of the objections. By writing the objections down, you will be able to identify the “keywords” or “pain points” your customer is relating and customize your responses/resolutions to help make it a win-win for both of you. Be sure to stay focused on the objection at all times in the process.
- If you don’t have an immediate answer to the objection, don’t panic. It’s o.k. By being honest with your customer/prospect you will gain their trust and build credibility and this will go a long way in developing the relationships needed to move forward with the sales process. Come back to them with an answer when you have one. But be sure to followup and don’t leave them hanging.
- Give positive feedback when an objection is raised, i.e., say something like “that’s a great question or that is a good concern”. This will show that you are genuinely trying to help them with their issues and provide a good solution for them regardless of the outcome for you.
Posted in Sales Objections |
Tags: Creating Customer Value, objection handling, Relationship Selling, Sales Follow Up, Sales Objections |
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Business Sales Training for the Non-Sales Person
Couldn’t sell snow to an eskimo right? Simply don’t have the time or the desire to learn how to sell? Well that is the dilemma facing many small local business owners today. They need and want customers in order for their business to thrive, yet they have absolutely no idea how to sell or what steps to take to even start getting customers coming to them. Business sales training is for those big-wigs in corporate America right? WRONG. Everyone needs a little bit of background in sales if they are even contemplating starting up a new business.
Now it doesn’t mean you have to go to a 12 to 18 month training program on learning how to sell your way out of a paper bag. But what it does mean is it is important to learn the essentials of what it takes to secure and retain new customers for your business to succeed.
Here is the key: You do not need a college degree or years of experience in marketing in order to learn the essentials. Relationship selling is really mostly about building relationships with the purpose of solving your prospect’s problems or “pain” and piggybacking off of those relationships for more sales, referrals, repeat business and new customers.
Sounds rather simplistic and of course, it is not that simple but the basic idea of business sales training using relationship selling principles is built around that premise. Learning the basics of this type of selling doesn’t take long. It is the practice that makes perfect in this instance.
So if you are really looking to move your business forward in a way that is focused on making profits (and who isn’t?) then focusing on relationship building first with a “solutions provider” mentality is what will drive your prospect to you as they search for solutions to their problems.
It certainly isn’t rocket science but building relationships requires a few basic elements. The first being trust and credibility. To build an effective and lasting relationship with your client base, you MUST have credibility. If you don’t have it yet, “borrow” it from someone who does until you build your own but don’t lean on borrowed credibility for long as it should only last a short time.
Actions speak louder than words so if you are looking for a win-win with your clients, then commit to providing them every opportunity to show them that they can trust and depend on you. Once you learn this basic skill of relationship selling then it will become second nature to you and your sales results will be the proof as well as your potential cash flow.
Remember that every relationship has a give-take. Treat this as if you are just beginning to date someone: putting your best foot forward, building trust and credibility before you try to move onto to the next phase. In business, it is very much the same.
Selling in today’s market is much different than years ago as people have become very wary of everything and everyone around them. It is a rapidly changing marketplace and people are constantly looking for new answers and solutions. When selling is an extension of your passion (your business or trade) then it won’t feel like selling to you if done correctly.
Business sales training is not a scary word. If you want your business to succeed and you want to see a cash flow that will continue, don’t skip this most important step in starting up your small local business.
Learn the very basics of relationship building with relationship selling and the rest will fall into place.