5 Elements of a Sales Relationship
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By I’ve seen it over and over – small business owners who get nervous and uncomfortable when it’s time to assume the role of salesperson. Sales are the backbone of your company’s health, and most entrepreneurs are not trained sales professionals. In fact, most business owners are reluctant, resistant sales people, worried about being perceived as pushy, or worse yet, sleazy. As a result, they don’t get out and sell.
It seems to be a universal, ever-present, nagging concern – how do I present myself in an authentic, effective manner that makes me feel comfortable and accomplish my sales goals all at the same time?
Here’s how to create an authentic and powerful transformation. Move from your worried perception of yourself as a sales persuader targeting a victim with money, to a professional consultant whose goal is to partner with a customer to help fulfill their wants, needs and desires. Sounds better already, doesn’t it?
These are my 5 key elements of a professional, comfortable, consultative relationship:
Honesty and Candor
Communicate clearly what your product or service can and cannot provide, even in the face of losing the customer’s business.
Peer-Level Perception
Present yourself as a colleague; a peer who is jointly evaluating with the buyer, whether a business relationship will be mutually beneficial.
Patience to Allow a Relationship to Develop
Sometimes you can hit it off immediately with someone; other times it can take months for the relationship to develop. It’s ok to let time take its course.
Respect
Although you may not be friends, respect what the buyer’s values and intent are, and the buyer will respect your approach to business and your professionalism.
Trust
Hold the perspective that you will sell to the “right” buyer. Trusting that true needs will be served, if the buyer is a good fit it will keep you relaxed and enjoying the process.
It’s YOUR life…imagine the possibilities!
About the Author
Helaine Iris is a Life and Business Coach, who has been featured in numerous publications, including "O" The Oprah Magazine. She helps entrepreneurs and professional women accelerate their professional success, while achieving a more complete and fulfilling personal life. She combines a broad range of professional experience in her work, including management positions in the education, training, retail and international non-profit sectors. Helaine's Website.
I’ve been involved in Sales & Marketing for more years than I am willing to admit in this public forum. The best tip I could contribute to this piece is that the quality of the “relationship” you establish with your customer (or your customer’s customer) should become as the over-riding business driver in everything you do.
Case in point. A good friend of mine sold his painting business for $5.5 million USD. Less than 2 years later, he bought back the business (coming out of retirement) for $2.5 because the new management team didn’t get it that competing on bid price alone wasn’t a winning formula.
The key is.. say what you mean and mean what you say and understand that your word is your bond and that actions speak louder than words and you MUST walk your talk.
Well-said Neil.
Great topic and post, i would recommed this for people starting out a new business. Worrying about self image limits productivity and efficient handling of a business.
Some good tips here…
When I became a personal trainer I never realized my success wasn’t going to be dependent on my knowledge of exercise and fitness but rather on my ability to sell myself!
You can include me in the crowd of folks who’s not completely comfortable “selling” yet…
I find that many business owners are uncomfortable with the sales end of it because they take it too personal (particularly women) What I have found is focusing on what you can do to add value and solve a problem for your potential clients is the best mindset. A servant’s attitude will build relationships that will turn into loyal customers for life!
Brilliant article – I totally agree with you and I’d love to share this page with my students. Would that be OK?
Awesome post, shows out a great point.
Helaine, great post! I think you hit the nail on the head in the opening paragraph – being worried about self image, (or how you’ll be perceived), is paralysing.
As a life coach and NLP practitioner I have worked with many people over the years on how to stop worrying, and that simple shift in self image/self belief can be the master key to success in itself!
Confidence, (and hence many sales), in short, comes from a belief in self, not from a belief in the product, however good it is. Do you agree?
I wish businesses took more of these approaches towards clients. I completely agree with David.
Exactly right! Most business owners are reluctant to tackle sales! I have found that they are indeed afraid of being pushy.If they only realized that you don’t have to, if you just ask the potential client what they wan’t then sell it to them!
If you want to attract your customers to buy your products or services, approch them with heart. Talk honestly and be a good listener. Do not talk too much unrelevant and abstract. Enhance your sales to be proactive and promise with some bonus if meet the target. Treat them as your family. We go at the same direction with same vehicle. Enhance your staff selling skills and monitor their performance regularly. Your success then very close.
This is a really good topic. You start a small business due to your product or service, but then suddenly have to sell. It’s easier if you really believe in what you are offering and that it fills a true need. I think part of the trouble is when people create a business just to make money without something they really care about that means something beyond the money. Then you feel you’re really just exploiting customers rather than truly partnering in a win-win situation.
A successful sales campaign starts with untested leads and ends with new customers. Whether your normal sales cycle is 12 days or 12 months, every sales campaign includes these basic elements:
Leads are names and contact information gathered through direct mail, advertising, public relations, trade shows, networking, referrals, business directories, acquired lists, or trade and professional groups.
Introductory letters
break the ice and prepare prospects for your call. Indicate how you got the person’s name (especially if it’s a referral), describe some of the benefits of your product or service, explain how you’ve helped similar prospects, and close with a promise to call.
Cold calls are unscheduled contacts with prospects and can be effective tools for setting appointments and qualifying prospects. During a cold call, you should briefly state the benefits of your product or service, learn about the prospect and his needs, and ask to meet.
Literature is mailed to those customers who request information. Ask questions to determine the most appropriate and applicable material to send. Flag or highlight important sections. Include a personal note and specify when you will follow up.
Appointments facilitate face-to-face meetings and sales presentations. Spend plenty of time asking questions and listening to what prospects have to say in order to tailor a solution to those particular needs.
Excellent advice…and as you’ve noted, honesty and candor are most important in any relationship, and sales is no exception.
I really enjoyed reading the information on your blog. It’s nice to get fresh content, everything is refurbished. I will be stopping by to learn information from you as you post it.
Thanks again,
Ken Davis
Great post and thanks. I have a website G5 Business Directory http://www.g5dir.com and always seeking this trype of information or resources to better my skills as a small business owner. I also agree with your points of honesty, patience, perception trust and respect as being the most important things to remember as a sales person. to many times I see the lack of from sale people. Again thanks for the post
cheers
Bob
I think they should also learn how to; deal with rejection, remain focused and stay enthusiastic.. thanks for sharing.. will come back for more of your interesting post. :)
cheers
AzlanHussain.com
Thanks for this post! It is nice, short, and to the point,and you are right on target. I agree with your points of honesty, patience, perception trust and respect as being the most important things to remember as a sales person.
I am a real estate agent, and I have noticed what a horrible rep. we have gotten as a whole! It is horrible!
A sales person definately needs to communicate with his or her customer. It is very important to know what is expected of you, and of your customer. Also, to remember perception is reality, so present yourself with class and confidence!
Thanks again!
Great Post…as I hope 2008 will bring in more business. A consultative approach to selling can work wonders for your bottom line.
Excellent advice
The problem may sometimes also stem from insecurity.
If you paasionately believe in your self and your objectives.
Do not hesitate to tell the world about it
Timely post, and thanks. As Michael knows, I have two new sites and I’m looking at affiliate advertising. After spending the better part of the day checking the categories that could work for me, I’ve decided I wouldn’t have most of them on my site. And, whatever goes on there will be fully disclosed as an advertiser, not “a book [report, article, bundle o'secrets, etc] that made me $50,000 the first week.”
I am a real estate developer and we’re not all that highly regarded, unless you’re a politician looking UP the food chain at us ;-) My “secret” to my personal and professional success has been full disclosure and a sincere attempt to engage our prospects and look out for our tenants. Funny how that works; in a challenging economy many of them call asking if we’re doing OK and wishing us the best. Build trust, be honest, think of the other’s position, and watch ‘em like a hawk!
There are some great points to consider here but i’ve been in business for 15 years and have taken the fole of salesperson and i have found that unless you know how to rebutt objections at least 5 times you will most likely starve if selling is your only income. Try it it works.
Yeah, all the points are rather actual. Honesty is of primary importance, if your product doesn’t possess some qualities it’s better not to mention them to have problems in future.