The Danger in Relationship Selling
I’m sure we would all agree that people buy from those they like. So it makes sense that we find sales people putting a great deal of effort into being helpful and likeable. Typically sales people g...
I’m sure we would all agree that people buy from those they like. So it makes sense that we find sales people putting a great deal of effort into being helpful and likeable. Typically sales people go about establishing their business relationships by providing lots of product information they feel the prospect will find useful in their decision making process. But is this approach effective? And does this strategy represent the essence of “relationship selling”?
If you ask executives and company owners how they define effective relationship selling they will often start with what it isn’t. “It’s not dropping off sell sheets with product information or tickets to some game or event. It’s not a slick power point in a feature rich presentation. Heck my daughter, who is in high school, can put together a killer power point.” So what does it take to develop a “meaningful” relationship with top decision makers?
Here are some of the key elements executive decision makers tell us they want in a business relationship:
1. “The bar has been raised for all of us today. Information for information’s sake doesn’t cut it. You have to be smarter than that. When you link the information to my situation and demonstrate it’s relevance to me, then you get my attention.”
Over the last 12 months I have personally witnessed 4 individuals, who are new to sales, embrace the above 3 elements. I have watched them study, learn and apply the concepts. And I have watched them systematically capture the attention of top decision makers and successfully sell their products and services.
Relationship selling can give us all a powerful advantage and help us differentiate ourselves in today’s crowded markets. If we take the advice of executive level buyers we will realize our greatest success in transitioning our approach from thinking and acting like “sales people” to that of “business people”!
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ABOUT THE AUTHOR
Duane Cashin is a motivational speaker and sales trainer who focuses on helping sales and business people differentiate themselves and gain a competitive advantage in today’s crowded and competitive markets. Duane’s knowledge of how to penetrate the C-Suite was solidified when he worked with Tony Parinello the author of the best selling book Selling to VITO. As a keynote speaker and sales trainer Duane is known to have the perfect blend of content and humor. http://www.duanecashin.com