Have a Relationship

You sell garage additions in your customer's homes. You visit your prospects, get to know them, eventually work up a price, and close the deal. Is your hour-long appointment long enough to be considered a "relationship?"

You sell jewelry, selling primarily engagement and wedding rings. Your prospects spend a few minutes or a couple hours in your store talking with you about their needs and your products. Is this long enough to be considered a "relationship?"

You have a prospect who wants to roll-over his 401(k) into an IRA after leaving his job and becoming self-employed. You talk on the phone for 45 minutes. Does this prospect constitute a "relationship?"

Relationships are important in selling, whether they're ongoing year-after-year relationships, or they're brief encounters like the examples above. Even brief relationships can be strengthened if you do three things:

1. Focus on the prospect. Relationships require a human element.

2. Look for opportunities for relationships, not merely transactions. Sometimes, prospects are open to relationships with you. Keep your eyes open!

3. Look for opportunities to have ongoing contact. Even if you sell shoes at retail, there are opportunities to create long-term impact in a customer's life. Doesn't every customer need a long-term "shoe expert," just like they need an accountant or attorney? Become their shoe expert!

Have relationships with your customer, even if your selling interactions are brief ones.

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Skip Anderson is the Founder and President of Selling to Consumers, a B2C sales training and consulting company. Subscribe to the free Selling to Consumers Sales Tips Newsletter.