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All sales
professionals want to convince their customers to purchase
from them and also to purchase sooner rather than later. Their
level of influence on the customers decision ‘on when to buy’
directly is proportional to the relationship they establish
during the sales cycle. In most interactions during a sale,
the customer brings and controls their feeling of urgency as
to when they make their purchasing decision. How can the sales
people win that customer and also shift their sense of urgency
to commit? How do the sales people move the customer down the
road to making a decision? How do the sales people keep them
committed to coming back for more? How do the sales people
gain the bonus of the customers recommending them and their
products to their acquaintances?
By building stronger relationships.
Relationships are built on three
critical factors. They are:
face time, follow
through, and the motive of sales person. Let’s address how
each of these works to move a customer to making a decision in
the sales peoples favor.
The business any sales person has won in the past is directly
related to how much face time
he/she had with the customer. The number of opportunities the
customer allows the sales person to meet indicates the
customer’s level of interest in what the sales person have to
offer. The more meetings, the more interest. Customers accept
a meeting when there is a clear purpose and value in getting
together. The sales person earns the right to meet with the
customer when his/her message is clear and concise as to the
tangible value for the customer in his/her products and
services.
For example, if the sales person
has a proven track record of how he/she has helped others,
customers are interested. If his/her agenda is entirely
focused on the customer’s needs and issues, they know it! It’s
a very positive sign when the customer is the one to initiate
the next meeting. When the sales person use this face time
wisely, the customer will come back for more.
Follow through is a huge
indicator of character and credibility. Character and
credibility strongly influence customer’s evaluation of
whether or not if the sales person is the right person with
whom they want to build a relationship and engage in ongoing
business. Follow through is about putting the customer’s
priorities ahead of everything else, and making this obvious
to them. Follow through shows the customer what they can
expect when they commit to the sales persons products and
services. It sets an expectation of how the relationship will
evolve as it moves forward. When the sales person start
delivering results beyond the customer’s expectations he/she
strongly capture their attention. Follow through is about
being proactive on the customer’s behalf by doing what the
sales person have learned is important to them - without even
asking permission. The result is customer delight and
enthusiasm.
The last critical factor in building strong customer
relationships is the sales person’s motive.
What motivates the sales
person to close this business? Do he/she focus on the
commission or the commitment to giving the customer what is in
their best interest? If he/she is committed to solving the
customer’s issues, first and foremost, the commission will
follow. Customers are good at reading a sales person’s
motives. They can see the facial expression and read their
body language. How does the sales person respond to a delay in
the sales cycle or a new customer objection that needs to be
addressed? The customer can tell if the sales person is
putting his/her own concerns before their interests. The sales
person should clearly communicate that the heart of his/her
interest is in continuing to address the customer’s needs. The
result is customer commitment the sales person’s services.
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