As the world of sales continues to change and evolve, so has the number of sales tactics and various technologies to help teams close new customers and retain current ones. It’s a tough world for salespeople, especially in B2B. But there is also a wealth of knowledge and techniques out there that will help sales teams achieve success and reach their goals. While it is easy to be inundated with information thanks to the internet and the thousands of sales gurus saying different things — there is still one sales tactic that every salesperson should still master: relationship selling. What is Relationship Selling? Anyone in sales might be familiar with the term and may even be perceived as an “old school” tactic, but it is still one that is incredibly important today. Instead of salespeople solely focusing on the pricing of a product or services (or even all the details about said product or service), the priority is on the interactions and trust built between sales and the customer/buyer. Of course, product details and pricing are important topics to discuss, but without building a rapport with a buyer, you can miss out on long-term revenue and much more. Many times a software solution may take weeks or months for a decision made based on the buyer researching, comparing to competitors, working to get budget, etc. Why Relationship Selling Matters Typically, this sales technique is prominent for companies selling products and services that rely on repeat business from customers, such as insurance policies, but it also is valuable to B2B businesses in general. There were a few stats for B2B that stood out in this article:
Those kinds of stats show why focusing on relationship selling and generally showing an interest in more than a sale is important. Plus, with all the tools and sales technology it can be distracting and make it seem that those items are enough to build sales.
One of the main reasons relationship selling exists is to boost salespeoples’ personal connection to their customers and clients. Without building a working relationship, customers may feel like they are just a number. Now when it comes to re-signing a contract or continuing a working relationship, they may feel less important have a much greater chance of churn and moving on to a competitor. Costing you a long-term sale. Potential buyers While relationship selling techniques are important for customers and clients, it also can affect potential buyers who are talking with you and closing in on a purchasing decision. Without trying to build a connection, the buyer may feel like they are only a bunch of dollar signs to you. While you make get some sales that way, there’s not much trust or confidence built that way. People coming to you who are brand new don’t know you well and will generally start formulating an opinion of you right away. Even if you have the best product or pricing, you can still cause a sale to not close because of your own selfish interests or lack of interest in their challenges. Relationship Selling Techniques Because the tactic of relationship selling has been around for quite awhile, there are plenty of techniques out there. However, with the shift of technology, platforms, and industries, some of those techniques may not necessarily be useful. Yet, there are many that still matter and new relationship selling techniques have also developed in the last few years. Let’s explore some of the ones all salespeople should be practicing for success. Become an active listener It’s easy for sales to ramble on because of excitement about the product and being focused on closing the deal. But in order to find success and connect with a customer or buyer, you need to speak less and actually engage more in listening. Prospects and customers will like you more, but it will help you understand what their needs are and their challenges. Thus, helping you tailor your pitch and solutions to them effectively. Relate on a personal level For relationship selling to work, you need to connect with prospects and clients on a personal level, essentially building a friendship. Instead, learn about their outside interests, see what they are posting about on social media as talking points, follow their company news, etc. Start finding unique ways to spark a conversation where you both have common interests or can relate in some way. Keep your word and be honest to build trust The second you break a promise, do not deliver something you said you would, or follow-up when you said, you are damaging your trust and reputation. Building a positive working relationship with someone takes trust and you being reliable. If you are missing deadlines and not delivering what was promised, you can easily lose a sale or find your working relationship going nowhere. Same goes with honesty. Salespeople sometimes unfairly are portrayed in a negative light, so some prospects will already tread lightly. However, if you can be honest from the start about everything from pricing, solution fit, no hidden contract surprises, etc. your relationship will be off to a better start. Even if your product or services is not a good fit, say that and refer your competitors. Don’t fake it until you make it – be real I’m sure you’ve heard the saying before, “Fake it ‘till you make it,” but with sales, this is not the approach you want to take. Your prospects and customers can tell when you’re are faking it for the sake of a sale, which is never good for a working relationship. Being genuine is key technique and being a real person will go a long way in your relationship selling and connect with your prospects and customers. As a salesperson, you won’t have all the answers and may make mistakes, but if you are being yourself an act like a normal human being you’ll be treated with more respect. ![]() |