Long-Term
Selling—The Relationship You Build, Is More Important than the Pressure Close
(1857 Words)
By Ed
Rigsbee, CSP
"The bonds that unite another person to
ourself exist only in our mind."
-Marcel Proust
Do you want to sell more? Sure
you do. But, the question is, “What prices are you willing to pay for your
long-term success?” Are you willing to give up instant gratification? Many
sales people are not. Why would you even consider delaying the gratification a
sale, especially if you sell on commission? For your sustained selling success,
I believe it is infinitely more valuable to your selling career to put off the
slippery sale today, for a lifetime customer.
In our western culture, we all
want it now. What is the price we pay for this hollow instant happiness?
I’ll tell you, it’s the reputation salespeople have in North America. It’s
right there next to crooked politicians, fallen clergy and dethroned CEOs. I
have a better idea—build a relationship!
In my 17 years of outside sales
and 15 years of inside selling, I learned after the first couple that selling is
not warfare. Rather, selling is about building relationships. The larger your
base of satisfied customers, the greater your annual sales results.
Notice I did not say monthly?
If you only look at monthly figures, as too many sales managers and vice
presidents of sales are prone to do, you are missing the point. I have worked
with too many ignorant sales managers and general managers who were focused only
on this week's or this month's sales dollars. It was because they worked for a
company that was bleeding to death. If your company is healthy, the focus will
be yearly and half-decade. If your company is sick, the focus will be daily.
Before I go any further, let me
ask you this question: “Is your company healthy?” If not, why are you
sticking around? There are plenty of healthy and prosperous businesses, why be a
martyr and go down with the ship? If you are working for a healthy company, your
company will place a high value on the relationships with its customer. Follow
my RELATIONSHIP Model and I guarantee you will be successful in
professional selling and loyal customer base. So loyal, that is, that your
company will be afraid to ever let you become a victim of reengineering.
R is for Relax.
Relax and be authentic. This is first and foremost; trying to be someone you are
not is the kiss of death in relationship building. Even if you think you can
fool prospects, you are wrong. The first time maybe, but from then on, they have
your number. If you decide to be the best possible you, understand that it is
enough. Nobody likes a slippery snake oil salesman!
E is for Excitement.
Be excited about your product and the chance to serve your customers. Think
about that monotone teacher you had in high school or college, the one that put
you to sleep five minutes into the class. An unexcited salesperson is no
different. Why in the world would I want to do business with somebody that does
not believe in, and is not excited about his or her products or services? Let me
add a caution here: if you act like a 110-volt light bulb hooked up to 220 volts
two things will happen to you. First you'll burn out in a glorious flash and
secondly, you'll be a counterfeit. Being your best includes excitement, but the
excitement must be genuine.
L is for Look.
Look your prospects and customers in the eye and thank them for the opportunity
to serve. Be happy they came to see you or allowed you to visit them. Today, we
live in a fast paced society, even in small town America. People do not have
enough time to do all the things the want to. And you, as a salesperson, are
asking them for some time, a small piece of their life. Let your prospects and
customers know that you appreciate the opportunity to serve them in solving
their challenges.
A is for Ask.
Ask plenty of questions that will cause discussion about your customer's desires
and expectations. I’m sure you have heard that a professional salesperson
talks only 20% of the time and listens 80%, but the kind of questions that you
ask what will really enable you to help them meet their product or service
needs. Knowledge is power and you need lots of knowledge to help the highly
sophisticated buyer of today. Do not shortchange your prospects by talking too
much. If you talk too much, you will be of little value to your customers, and
they will have no desire to build a relationship with you.
T is for Talent.
Use your talent to be a showman. Prove how your products will make their life
better. Now this is an important key; how it will make THEIR life better, not
your life. Get the focus on your prospect and use sizzle to sell the steak, not
the hamburger. If you are focused only on YOUR presentation, and how great a
showman you are, you will miss the point and most likely the sale. Your
customers are not buying the show. Many today, are in pain and do need the show
to better help them understand how your product will solve THEIR problems.
I is for Invite.
Invite your customer to hold, touch, feel, ride, test, use or otherwise
experience your products. Get them in the act. If they hear, they forget. If
they see, they remember. If they experience, they internalize. You want your
customers to internalize the value of owning what you sell, don't you? How many
people buy a car before the test drive? Not many! Put it in my hand and I am on
the path to emotional ownership. If I emotionally own your product, it will be
quite easy for you, the professional salesperson, to ALLOW me to buy it, don't
you think?
O is for Objections.
Objections are really questions. Simply answer their questions. The feel, felt,
found method is usually quite effective here. Let's review the method. When your
prospect says "No," agree with them and show your understanding. Say,
"I understand how you feel. Mrs. Jones felt exactly the same way. Although,
after she gave it a try, it performed better that I promised and …" Too
often when your prospect is saying, "No," they are really saying,
"I need to know more." If you understand this, you’ll do a better
job of answering their questions. Now is the time when all that listening you
did earlier pays off. With your knowledge of your customer's need, you can smoke
out the true roadblock to them having what they want. Then you can help them to
buy. By doing so, you'll also add another brick onto the solid long-term
relationship you and your company enjoys with that customer.
N is for Now.
Now is time to learn the three great words that will change your life. "Ask
for it!" Ask them to buy that which you know they want NOW. What are you
afraid of? Perhaps you are afraid that they will like you less for asking? I
assure you, they will think less of you, if you do NOT ask them to buy. They
will tend to say, "Yes" as not to offend you. You must sell the
benefits of your product or service and not rely on the many features.
Salespeople that sell features and not benefits hear a lot of "Great
presentation" or "You are a great salesperson" as their prospects
walk away empty handed. Never ask prospects to buy before you give them several
great reasons to do what you desire.
S is for Solve.
Solve unresolved problems, challenges or roadblocks that are keeping your
customers from having what they want. This is crucial and usually occurs after
one or two trial closes. You now realize there is still some area you did not
cover completely, some area you over looked. Somewhere along my sales path, I
learned what is called the “doorknob close.” This is helpful when you are at
the end of your helping rope, ready to fall into oblivion, the place where lost
salespeople end up.
Pack it all up; thank your
prospect for their time and attention. As you grab the doorknob to leave, turn
the knob. Stop, and turn around, still holding the knob. Ask, "Just for my
information, Mr. Smith, why is it you didn't buy today?" Listen
closely—you are about to strike gold. Whatever it is that they say, respond
with, "Oh my gosh, I forgot to cover that!" Now, let go of the knob
and go back to your prospect and answer their last objection.
H is for Help.
Help them to buy it, ask again. Remember though your real goal is to build a
powerful base of satisfied customers, not just make a sell today. Helping is
also understanding that it’s possible your prospect may have a reason for not
buying today. If you stay focused on the relationship rather than just the sell,
you'll be a long-term success rather than just another hotshot, hooked up to 220
volts, burning the brightest for a very short time.
I is for Inspire.
Inspire your customers to feel really good about their buying decision. When
your customer begs you to allow them to buy, or simply says, "I'll take
it,” remember to guard against buyers’ remorse. Inspire them to feel really
good about their decision to buy and doing business with you. Remind them, just
one more time, what a good choice they made by reviewing all the ways the
product or service will make their life better. Inspire them to take full
advantage of your product support and customer service programs. Make them feel
so good about doing business with you that they will want to tell all their
friends about you.
P is for Partner.
Become your customer's partner in total product/service satisfaction (TPS or TSS).
Follow up regularly. Be certain of the value and enjoyment your customers have
received from doing business with you and your company. Make certain they feel
really good about buying from you 30, 60, 90 days later. Now that you truly have
embarked on the path of building a long- term relationship, ask for referrals.
Allow your satisfied customers to now help you in your career. Allow them to
help their friends in enjoying the really good feelings they have enjoyed.
Partners get real leads from their customers, not just the useless lists of
names frequently given to pushy salespeople to get rid of them.
In making your deposits into
the "Relationship Bank," you are guaranteed to yield healthy returns.
Position yourself as a partner. Be persistent in your selling efforts. Try
repeatedly to help your prospects to have all that you know they want. Have
patience—I've learned that being number two in the minds of your prospects
will pay off. Your competitor will blow it someday, as you and I have, and when
they do, there you are, ready to take full advantage of the relationship you've
built. Building relationships does payoff. Not always today, but generally
sooner than you think.
Copyright 2010 Ed Rigsbee
Ed Rigsbee, CSP is the
author of PartnerShift, Developing
Strategic Alliances and The
Art of Partnering and has over 1,500 published articles to his
credit. Ed travels internationally to deliver strategic alliance keynotes
and workshops. When you are tired of cold calling and are interested in
no-pressure selling, Ed can be reached at ed@rigsbee.com or visit www.rigsbee.com.
