CHAPTER 4

LESSON 2: Selling strategies while building relationships

Relationship Selling: Definition, Techniques and Examples

One way to set your sales pitch apart from your competitors is to use relationship selling techniques.
Implementing a relationship-based sales approach can improve your success rate with new customers and help you
keep existing customers. To build relationships with your customers, look beyond what you are selling and instead
focus on their interests and needs.

What is relationship selling?

Relationship selling is a technique that prioritizes building a connection with customers and potential
buyers to close sales. Rather than solely using the price and other details to sell a product or service, the salesperson
focuses on the interactions they have with their customers. Customers are more likely to foster loyalty toward a
product or service when a salesperson establishes a personal relationship with them. This familiarity helps retain
long-term customers and gain new ones because they feel valued by the company.

Techniques for relationship selling

You can improve your sales interactions by using the following relationship selling techniques:

1. Connect on a personal level

One of the most crucial steps to building a relationship with anyone is to get to know them on a personal
level and find common ground—this also applies to customer relationships. You should move beyond small talk and
learn about their interests or aspects of their life that are unrelated to the sale.

Some ways to connect with your customer include:

 Find their social media profiles and bring up any similarities during your conversation. For example, you
are alumni of the same college or support the same sports team.
 Ask about where they live if it's different from your location. Try to mention any connections you have
with the area or ask them if they have recommendations for a future visit.
 Listen to the background during phone conversations and take note of the sounds you hear, such as children
or pets. You can use personal insights like those to start a friendly chat by asking about them.

2. Be a good listener

During sales conversations, it can be easy to find yourself rambling about why someone should buy your
product because of its impressive features or benefits. But you are more likely to make the sale if you connect with
the client by talking less and listening more. Listening to the client helps you better understand them, which can help
you tailor your sales pitch to their needs and challenges.

Some ways to implement active listening into your interactions include:

 Paraphrase your customers' message back to them to show you clearly hear and understand what they are
telling you.
 Ask open-ended questions—meaning, they cannot answer with just "yes" or "no"— related to what they
have already shared, allowing you to get more specific insights on their wants and needs.
 Use positive non-verbal cues when possible, such as nodding your head, smiling and making sure to
maintain eye contact.
 3. Show your expertise

To establish yourself as a credible and trustworthy resource, display a strong understanding of your
industry and your customers' industries. You should be able to answer customer questions about how your product or
service compares to others in the industry, for example, because that can boost your sales pitch.

Further, you should be well aware of the trends and news in your customers' industry and how your
company is adapting to changes or meeting new demands. Starting conversations about industry happenings will
also benefit your relationship because it gives you the chance to show your interest in their business and prove your
knowledge to them.

4. Add value to customers' lives

You can gain credibility and trust with your customers by adding value to their lives, even if it is unrelated
to the product or service you are selling. Doing this can make customers feel like your conversations are worthwhile
and they will be more interested in talking to you.

Some ways you could add value to your customer include:

 If they mention a problem they have been having, find some helpful resources to email them.
 Introduce them to someone valuable at your company, whether it is an individual who can resolve their
needs or a member of management.
 Offer something extra—for free— such as an upgrade, additional service or access to an event.

5. Be honest with customers

Dishonesty can damage relationships, but you can maintain your customers' respect by always telling them
the truth. You should not mislead customers by providing false information or withholding details. They will
appreciate the fact that you told them the truth rather than finding it out for themselves later.

Also, if you realize that your product or service is not the right fit for their needs, let them know—even if
you lose the sale, they will likely admire your honesty and might refer your services to other potential buyers.

6. Show your authentic self

Being genuine in your customer interactions will go a long way in building a connection with them—if you
are passionate about and believe in your product, then this should be easy for you. People realize that no one is
perfect, so they will understand if you do not always have the answer immediately or make a mistake every once in
a while. Showing that you are human makes you more relatable and will make the customers feel more comfortable
during their interactions with you.

7. Prove that you are reliable

To retain trust and loyalty with your customers, you must follow through on the commitments—both big
and small—that you make to them. Falling through on those commitments could damage your reputation and the
relationship between you and your customer.

Another way to prove your reliability is to go beyond your customers' expectations as often as possible.
You can do this by hitting your deadlines or over-delivering on promised products or solutions by adding something
extra.

8. Be patient during the sales cycle

Being patient is especially important when selling high-ticket items, as these purchases usually require a lot
of back-and-forth decision-making and follow-ups with the client. Remember that this may be a big decision for
your customer and avoid rushing them or putting too much pressure on them.
 Patience also helps when objections arise during the sales process. Allow your customers to explain their
concerns without interjecting, then take the time to reassure them or look into the obstacles they raise.

9. Continue to provide value after the sale

Relationship selling does not end after the customer makes the purchase or signs the contract—you should
continue to check in on them to maintain the relationship. By doing this, you are demonstrating to the customer that
you see them as a valued member of your business, rather than just dollar signs. Try to reach out to your customers
every few months to follow up on their feelings about your product and whether they have any questions or
concerns.

You can also reach out to them on a more personal level:

 If you find an article, podcast or other content about a topic that interests a specific customer, send them a
link to it.
 Follow their social media profiles and interact with them, including sending supportive messages about
recent achievements or accomplishments.
 If your company is hosting an event that is relevant to customers' business, provide an invitation to them.

Effective selling strategies

Effective selling is the ability to lead a person or group of people toward a mutually beneficial transaction.
Salespeople are persuasive communicators who reach people by actively listening to them, empathizing with their
needs or wants and helping them solve a problem or reach a goal. Understanding the different selling strategies
available to you may improve your sales approach and help you grasp the nuanced process of buying and selling

Why is it important to have effective selling strategies?

Whether you're new to sales, considering it for the future or a seasoned professional, some common
practices are used to facilitate the process of exchanging goods for money. These selling strategies may help you:

 Present your product with confidence

Reliable techniques are just as important to salespeople as motivation, patience and resilience. With a targeted
approach to connecting with your ideal customer, you may be able to increase sales conversations and advance more
quickly through your career.

Here are 14 strategies that you can use to become a more effective salesperson:

1. Identify a problem and solve it

People buy products and services they need. If it's possible to satisfy the need without a purchase, they will use that
money elsewhere. Before you set up a call or meeting with a customer, understand what problem you are solving for
them and how. Try thinking of results instead of product details and features.

For example, if you're selling a customer relationship management (CRM) system to a small business that's never
used one before, begin by explaining specific ways this will help them succeed. You could say that a CRM can help
them gain more customers by improving the performances of their sales, marketing and customer service teams.

2. Understand your product

For example, if you're selling software that saves time in scheduling work shifts for a large team, remember that
your prospective customer is concerned primarily with time. It may help to explain the onboarding process and how
soon the product can be ready to use.

3. Price appropriately

If you're able to influence the pricing of what you're selling, make sure it fits in the market competitively. Pricing
that is too low may suggest a poor-quality item or that the company is struggling for revenue. Comparatively, pricing
that is too high may require supporting evidence to justify the cost, such as compelling marketing materials that
detail the product's invention and customer success stories. If pricing isn't appropriate but cannot be changed, study
your competitors and prepare to explain why your product is more valuable or more affordable.

4. Know your customer

It is helpful to know who will benefit most from your product. For instance, your ideal customer might be private
schools that need help with marketing efforts, manufacturing companies hoping to save on material costs or local
hospitals looking to update software services.

After you target the people who need your product, learn about their unique business situations. Try to understand
their needs before meeting with them so that you can have a more productive conversation. This may also help you
connect with a company or individual more deeply and show them that you care about them and not just getting
their business.

5. Align with your customer's needs

Each customer has a unique set of objectives and concerns related to their business. Some sales conversations might
require you to offer more in order to meet the customer's needs. For instance, your client may request a custom
package of services outside of the standard packages you typically offer. In this instance, your customer's needs
necessitate this mix of services. By letting your customer know that you would love to be able to do that for them,
you can make them happy while also taking the time you need to obtain manager approval if necessary.

6. Don't sell what isn't needed

Effective selling involves exchanging something of value for money. When your customer spends money on a
product that doesn't deliver, they may hesitate to buy from you again or recommend your product to others. If you
discover that your customer doesn't actually need what you're selling, refrain from finishing the sale.

Explain your insight into their situation and that you believe they may be better off with another product or service.
If you know of a specific company they can work with, help connect them. Your honesty in this situation may lead
to a sale at another time because your customer trusts that you care about their interests.

7. Build a relationship

Take notes after you've conversed with your customers and follow up on important matters. If they mentioned an
upcoming anniversary trip, the loss of a family pet or their sports team making the playoffs, reaching out for
something other than business might help strengthen your relationship. Long gaps in communication may allow
your customer to seek pricing elsewhere. Instead, hearing from you regularly reminds them how easily they can
reach you if they have a question or need to purchase an additional product.

8. Articulate a clear sales message

Prepare a concise message that will leave plenty of time for your customer to respond. You can do this by practicing
and revising your sales approach to ensure it's as clear as possible. Notice which topics slow you down when you
say them aloud, and try describing them differently. If you have a friend or family member who isn't familiar with
what you're selling, ask to do a mock sale for them. They may be able to point out areas of your message that are
unclear and need more explanation.

It may be helpful to take notes after your sales pitch about what went well and what didn't. If your message is met
with confusion or concern, try altering your approach at that point in the sale to ensure you are as clear as possible
and that you can ease the customer's worries.

9. Ask intelligent questions

Knowing your customer allows you to ask the right questions and lead the conversation toward a positive outcome.
Rather than using yes or no questions, asking open-ended questions will help get your customer talking so that you
can listen to their needs and, if possible, offer a solution. For example, you could ask your customer which areas of
their project management process could be better. This question prompts your customer to think critically and share
concrete details that you can respond to with specific solutions.

Your goal is for the customer to conclude that your product or service is what they need. Conversely, if they
determine your product is wrong for them, you have the opportunity to redirect their effort toward a different
solution that might be better for them. In doing so, you have gained a business relationship that may produce a sale
later on.

10. Offer a free trial or demonstration

Make it easy for your prospective customer to understand your product and how it will help them by offering a
personalized demonstration of your company's product. If you are selling to a university, try including their logo and
school colors for visual appeal. Then, focus the demonstration on addressing the challenge your customer is facing.
If tracking prospective students through the admissions cycle is a concern, focus exclusively on that process rather
than giving a standard demo that explains all of your product's features.

After explaining the product, allow your prospective customer to experience positive results by offering a short, free
trial. If possible, have your team ready to reach out and offer customer support during this time.

11. Create a sense of urgency

Your customer may have more than one need to address, which may cause them to delay in purchasing your product.
Instead of sending follow-up emails that focus on why they need your product, try giving them a reason to make the
purchase today. A few exciting ways to incentivize time-sensitive purchases include:

 Offering your returning or prospective customer a discounted service or upgrade

12. Spend more time selling

If you have administrators or assistants on your team available to complete the paperwork related to your sales, ask
for their help. Many people prefer to stay behind the scenes while also contributing to the team's success. Any
organizational tasks that your colleagues remove from your day can result in more time with customers.

Having more time available for customers is especially helpful for cold calling, which may involve a long list of
prospects who are unfamiliar with your product. Cold calling sometimes includes a sales script as a basis for the
conversation, but you should still speak candidly with a prospect to listen for their unique needs.

Though acquiring new customers is important, it is vital to maintain your current customer relationships as well. Try
spending time with your current customers by asking how implementing a new product is going or brainstorming a
more elaborate package for their contract renewal. If one of your clients hasn't yet achieved their goal, try helping
them by offering a training session with your product or introducing a new product that may help them more than
the one they're currently using.
13. Start a referral program

A referral program is a fun way to give back to your existing customers while generating new leads. Excite your
customers with discount opportunities on the products they love. With manager approval, a recurring customer may
receive reduced pricing if they refer new customers to the company.

14. Show credibility

Despite your best presentation, your customer may not fully understand the value of your product. In this instance, a
customer may determine whether to work with you based on how much they trust you as a sales representative. It is
possible that your relationship-building skills may help you close more deals than your product knowledge will.

Share your experiences and successes with your customer whenever possible. Include these along with your
credentials in your professional profiles. Allowing customers to learn about your achievements may affirm their
decision to work with you.