Relationship, Or No Sale

relationshipsWe hear more these days about the importance of relationships between salesperson and client. I applaud this way of thinking and have been advocating this for decades. When you think about it:

WHEN HAS SALES EVER NOT BEEN ABOUT RELATIONSHIPS?

There is a saying that says, “All things being equal, people will do business with people they like and trust. All things being not quite so equal, people will still do business with people they like and trust.

I truly believe that many salespeople glaze over when they hear the word “trust”. I have heard many remark that people are not as trusting as they used to be. Perhaps this is possible in the country, but not the city they say.

The fact is, most people want to trust others. This is their default position. Make them feel good about you when you present and they will reward you with their business. But that’s only half the battle.

Trust is fragile. One slip of the tongue, one phone call not returned, one promise not delivered, even a minor promise broken, and trust degrades.

All too often we have seen salespeople do a great job at the listing presentation, only to allow the relationship to deteriorate through poor follow-up and communication. We have seen sellers bog down and refuse to reduce, we have seen good offers rejected, and all because the lister failed to develop a good trusting relationshipwith his or her clients.

Many salespeople think buyers have short memories. They treat buyers abominably and wonder why they list with another agent with it comes time to sell. They forgot that no relationship means no sale.

Time spent looking after clients and relationship building is a great investment. Don’t focus on the sale, first focus on looking after your clients, showing that you want to do your best for them. The results will come.

Often, what we mean when we talk about Customer Service is nothing more than a combination of common sense and good manners. We all know “The Golden Rule” – “Do unto others… etc.” Paraphrased is means “Treat others as you would like to be treated“.

Allison Mooney, in her book Pressing the Right Buttons – people skills for business success, said:

“The Biblical saying, ‘Do unto other as you would have them do unto you’ only works in the playground, and in terms of manners, thoughtfulness and general courtesies. A better guideline is not ‘Treat others the way you want to be treated’, but…

“Treat them how THEY want you to treat them”.

Wise words.

Find out what people want and help them get it. Build meaningful, trusting relationships with every client and make more sales.

With a little care, it really is that simple.

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