Focus on the Relationship, Not the Close: New ABCs to Sell By

By Kristie Sein

In sales, there tendency to focus on the end result — the sale close. Blame it on Blake’s infamous lesson of the sales ABC.

We do not place enough importance on the steps you take in getting there, which is essentially cultivating the customer relationship. People buy from people they like and trust; to gain customer’s trust, you need to relate to their pain points and show the customer you’re more than just a smile and a product pitch. Show that you understand their business needs and that you truly believe you can offer something valuable.

Every salesperson strives to develop strong partnerships with customers that have the potential to lead to new business deals. And it’s true what they say: “out of sight, out of mind,” especially in business. So the more diligent you are with keeping up on check-ins with your customers, the more they will engage and begin to feel comfortable giving you more business.

Relationship building takes time, effort and dedication. Since no one enjoys cold calling or sweeping the graveyard for inactive leads, here are some new ‘ABCs’ to start selling by to help you make the most of your business relationships:

  • Advise your customer on the best solution, even if it’s not your own product. They will appreciate your honesty and look favorably towards your business which can lead to referrals where your product/service would be a fit.
  • Build a repeatable process while remaining engaged with your leads. Leverage business tools that help you do your job more efficiently so you’ll have more time to put back into your relationships.
  • Connect frequently with your customer to keep your business on the top of their mind. Maintaining regular communications with customers helps to build trust in the relationship and customers will be more likely to engage with your business for future opportunities.

Sales is a two-way process, not a simple self-service checkout line; create customer value before expecting it in return, because the return could be multi-fold.

This post originally appeared on the RelateIQ blog.

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