Relationships
are the key
Here’s some examples from client situations. As you
read this, I’m off to Prague for a birthday celebration and to take my dad to
visit some relatives.
There are tons of books (and
many more articles) on relationship selling. Judging from this, selling is the
only place relationships matter.
However, one could say that
relationships are the key in life or that life is really a series of sales
situations. The basics are to find something in common, build on it and develop
the rapport.
We build the true business
relationship built upon questions. Showing interest is one thing, asking the
detailed questions that allow you to really know who you’re dealing with is
the key.
I was surprised the other
day when a friend told me how amazed he was about how much I knew about a
prospective client’s situation. This from a guy who considers himself to be a
great salesperson and has 30 years experience. Actually, one year’s experience
30 times (and he’s a relentless closer). I told him, “You need to ask more
questions (and deeper questions).”
So here’s some examples of
relationships and the results.
Customer satisfaction
surveys for a client told us that everyone has problems with their customers.
The happy customers were the ones communicated to about the problem.
A recent article in the
Bellevue Eastside Journal mentioned how a manufacturer built relationships with
his retailers (not the distributors), so they would push his line, over other
lines, to the end user.
A client built a
relationship with his banker, who went to bat for him with the credit people and
got about $2,000,000 of financing approved because the banker believed in him.
During a buy-sell
transaction, the owner’s rep told me “If my client likes your client,
we’re almost there. If not, don’t bother.”
A buyer received a
counter-offer lower than his offer (a change in deal structure allowed this). It
shows you what happens when a seller loves a buyer.
A seller told a client if
she matched the price of the other offer, she could have better terms (because
we like you and want you to have the company).
Finally, during employee
interviews, at struggling companies, the employees often say that they want to
stay and help the owner succeed because he or she deserves it.
As Alan Weiss says in his
many books on building a consulting business, “It’s a relationship
business.” Actually, everything is based on relationships. My advice is to
take the time to build your relationships.