Building A Relationship Before Going For The Sale…
April 16th, 2008
This is what’s on my mind today…
I’ve been evaluating the “sales process” inside my head and thinking about what has worked best in the past. One of the recurring themes I picked out was that any time I have “let things play” out and simply rely on my charm - the sale has happened.
At the same time, when we’ve been in “crunch mode” it always seems that the sales take longer and even if they happen - they feel very pushed and lead to more dissatisfaction for both parties in the end (versus building a strong relationship first).
What led me to this thought was this last weekend. I spoke at a seminar hosted by arguably the largest company in our industry. It was an honor enough to just be invited, however it seems to be turning into much more than that.
I was such a hit at the event that their CEO has already struck multiple follow-up conversations with me including a potential Joint Venture. See, I’ve been wanting to find an “in” with them for over 3 years, but frankly always avoided it because NO ONE in our industry (yes, NO ONE) has had any luck - even names that are much bigger than mine.
Some how, all of a sudden, the tables have turned in the sense that “I” feel as if the sale is coming from the other side (which is a great position to be in). You see what happened here was that I presented my value before anything. I made them realize that there was money in working with me and my company before EVER making them feel like “I was trying to get the best of them…”
The best salesman is always the one that lets the customer feel as if it was their own decision to buy the process, when in reality, he/she held their hand and led them right to the decision. By mistake (not purposely), I think I may have done the same thing here…
All in all, try changing your mindset from “selling” to “relationship building” - show value first, let them see what life could be like with you and/or your product then slightly pull it away. The sale seems to get much easier that way…
Popularity: 31% [?]
Tags: business, relationship, Selling
April 17th, 2008 at 1:31 am
I hate sales and am far from any kind of expert. But, have had a great record and (what I hear) crazy close rate.
I was having a discussion with our top sales person \the other day about just this topic. One book that helped me understand my own style - and a style that seems to succeed - is the: “You can’t teach a kid how to ride a bike at a seminar - the sandler sales institutes’s guide to successful selling” holy shit, (i never realized how long that title was until I typed it out). Anyway it’s all about asking questions. Personally if I think about taking a person from idea to sale it crashes. But if I just explore, have fun, and enjoy learning more about what their business is and what they are trying to achieve it works every time.
And, a no, isn’t always bad!
April 17th, 2008 at 2:31 am
Asian cultures are all about establishing the relationship before even a word of business happens… North American and European cultures go for the sale then a relationship happens… both have their + and -.
I have to agree with you though, relationships are more profitable in the long term.
Jon
http://dreamclue.com …get the message!
April 17th, 2008 at 4:23 am
Zach,
That is one long title!
Jon,
That’s very interesting you say that - my experience with a few Asian cultures though has been that they too are getting much harder in their selling as of recent…
Mystery CEO
April 18th, 2008 at 10:27 am
Here is what I have experienced myself with CEOs from various “areas”, this is a vast generalization but talking to other entrepreneurs, generally holds-up rather well.
Americans: you know either immediately or within the day if it’s a YES or NO
Canadians: expect a new lead to be on speed dial for a few weeks, if something is urgent, expect to wait a few days
Europeans: YES or NO right over the phone… but they sure love to talk about their business!
Japanese: stroke their ego otherwise things go nowhere
Chinese/Taiwanese: Usually a few weeks to close a deal unless it’s urgent, at which point they want it YESTERDAY at any cost!
Australians: Mix between American or Canadian CEOs depending on remoteness
This is during “good times”, I went through two recessions (not including this one) and it doesn’t matter who you talk to, my business was decimated (3D, Design and multi-media are first to get cut and last to be re-budgeted when things improve).
Again, this is a big generalization but generally hold true… how about you Mystery CEO?
Jon
http://i3ds.com - One Step Further… (custom 3D, multimedia, programming services)