Building Relationships = More Sales

Sunday, February 24, 2008

Building Relationships = More Sales

Art Sobczak wrote recently about how to actually create relationships that are solid.

Remember, friends would rather buy from friends than a stranger.

Here's Art's words from a recent email:

Every once and a while, a sales rep, on a follow-up call with me will say,

"So how's the barbeque cooking team
doing?"

"Keeping that golf game sharp?"

"Your kids doing well? You have a
a daughter still in college, right?"

Like most other humans, it makes me
feel good when someone takes interest
in me and my interests. (If they are sincere,
and the situation is appropriate, of course.)

It shouldn't be that uncommon when
someone does it well. After all, with all
of today's technology, CRM, etc., you
would think that most sales reps would
be all over this powerful aspect of human
relations and sales.

But most are not.

If you are, you have an edge.

People buy from people.

People they know, like, and trust.
Building relationships that build
businesses in the process.

And for you, that means being truly
interested in the people you call, both
from a business and personal view
will pay big dividends for you.

Business information, naturally, is what you
should be gathering on all of your calls.
How the business is run, what their specific
needs, wants, and objectives are.

But you should get personal information too.
This takes you to the next relationship level.
Especially if you do any type of account
management, calling customers on a
regular basis.

This includes such data as hobbies, special
interests, family, accomplishments, leisure
time activities, organization memberships,
and special dates such as birthdays. You
can glean this info from several sources.

-From the prospect/customer. Of course
this is your best source. You can be reactive,
listening carefully to any clues they bring
up during the call, and then acting on them.
Like if they mention they're going to be gone
for a week, ask, "Oh, business or pleasure?
Where are you going? What do you like to
do when you're there?"

Or, be proactive, and ask about them
personally, "I'll be spending the weekend at
kids' basketball games. You have any
kids Mike?"

-From secretaries/assistants. They can be
bountiful sources of information for you. Ask
them about the boss. What does he/she like
to do with their spare time? Ask them to
describe the boss' office. What is on the
walls, shelves, and desk? Any photos,
trophies, plaques? When is his/her birthday?

-His/Her Competitors. Don't laugh. If you
sell to your customers' competition, listen
carefully to what they have to say.

-Publications. If you specialize in an
industry, be sure you get the trade pubs
for that niche. You'll learn more about the
industry, the competition, your customer's
business, and maybe even your customer.

-Search engines. Be sure to Google your
contacts periodically to see whatever might
come up. I found out one of my customers
was a marathon runner and it really impressed
him that I knew.

To make recording this information easy,
have special fields set up in your CRM.
At the end of each call, update your fields
with the new info you gather. Set up
reminders to alert you to birthdays each
month.

Using Your Information
There is a wide gap between people
who are perceived as "Product/Service
SALESpeople," and "Buyer's Helpers."
You bridge that gap when you use
custom information. Here are ideas.

-On your calls. As you build your
relationships, try to mix personal information
in your conversations. Get the prospect/
customer talking about their interests,
and you'll also find them talking about
orders. Every phone call doesn't have to
be a business call either. Why not a
Happy Birthday call?

-Through the mails. Send birthday
cards, anniversary cards, notes of
congratulations or thanks, or anything
to mark special occasions. News
clippings about personal or business
interests are always a fine gesture.

The important point here is that every
time your customer receives one of
these items from you, you are amplifying
your image in the customer's mind.

When you use personal, custom
information, you peel away the layers of
business formality and possibly resistance
that exist before most, and during many
sales transactions.

By appealing to personal needs and
interests on a one-to-one basis, you
burn a long-lasting impression into the
customer's mind that translates into
loyalty, appreciation, respect, and mutual
benefit in terms of the business relationship.