Relational Sales
Entertain, create the value, and they will buy

During every sales call, no matter where it takes place – while you are trying to qualify the customer, they are trying to qualify you. I found a strategy where I qualify myself to the customer first, so that they become relaxed, open, and confident about doing business with me.

I arranged a meeting with a customer and a prospect, because I felt that they could do business with one another – and brought them together at my offices for that sole purpose. Each of them could benefit from what the other sold. And each of them could sell their product to the other guy’s customers.

Let me share a reality about how I make sales so that you might try to make your sales the same way. Keep in mind, this is not how to sell, this is how I sell. Big difference.

I make friends with my customers before I ever start to talk business. Friendship is the basis for open communication. Begin the sales call getting to know each other, sharing stories, finding solid common ground.

I establish rapport with them by finding common ground. By communicating conversationally, the atmosphere is relaxed and communication is more open. The conversation is natural, not salesy.

I sell on my home court. More than 50 percent of my sales appointments take place at my office, where I have total control of the environment. My team is there with me if I need them, and having my resources at my fingertips, I have a decided advantage. It also removes any mystery from the customer as to what they’re buying, or what they’re buying into. My business personality and my human personality are evident when I’m relaxed on my home turf.

I introduce everyone to everyone. We spend a few moments exchanging details and pleasantries. It creates an atmosphere of warmth, and begins to create credibility in the mind of the customer. They can see what they are about to buy and they can meet who they’ll be dealing with.

I entertain them and I feed them. I find that when I am eating with someone, the conversation strays from business. And the more personal the customer is with me, the more likely I am to gain the sale. Food relaxes people.

I engage them. I talk about their business. I find out their present circumstance, their key motivators, and the core issues that are driving their current actions (or reactions). I don’t probe, I engage. By engaging, I am able to illicit full answers, and exchange meaningful data. I think it is also fair to mention that I have studied their business before the meeting started, so that I don’t have to ask stupid questions. I also believe that because this meeting is taking place in my meeting room, rather than theirs, they feel more open about sharing information. I can’t really explain why, it just is.

I help them grow their business. By bringing two people together for the purpose of doing business with each other, I create an energy in my conference room, the likes of which I rarely see. Sparks and dollar signs fly as they speak of possibilities, and make plans to meet again to structure a deal.

I ask for the sale, but only after I know they are eager to buy. The energy level at the end of the day is so high, they sell each other on me and our capabilities. I didn’t even have to ask for more business – they ask to buy.

The bottom line of sales: My customer speaks louder for my capability than I do. My customer is proof that I can support my claims.

The bottom line of business: I’m not always looking to make a sale. I’m looking to build a relationship, partß of which is a business relationship. And sales follow. Big sales.

Jeffrey Gitomer is the author of The Sales Bible, and Customer Satisfaction is Worthless, Customer Loyalty is Priceless. He can be reached at 704/333-1112 or e-mail to salesman@gitomer.com.

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