| Relationship Selling sounds pretty conventional and | | | | discovering the proper solution to satisfy these |
| black and white; but is it really? What differentiates | | | | emotions is paramount to a successful relationship with |
| relationship selling from the conventional selling | | | | your customer. |
| methods and why does it work so well? | | | | Listening (Active) - Active listening, not just listening |
| The overall theme of relationship selling is pretty basic. | | | | skills are crucial for everyday living. Listening actively |
| Build rapport, have human interaction, learn and | | | | without any interruptions enables you to tune into the |
| understand your customer's point of view and be very | | | | signs for allowing your interactive dialog. DO NOT |
| cognizant of their desires, challenges and pain | | | | interrupt, NO multi-tasking but be open minded to |
| (emotional and human element). Traditional methods | | | | interruptions from your customer. A lack of listening |
| have you soliciting the customer first, they are not | | | | skills will lead to misinformation on your customer's |
| based on customer needs but rather your needs, | | | | needs and a complete breakdown in communication. |
| there is no customer feedback requested and | | | | Once this happens, kiss the sale goodbye along with |
| interaction is basically avoided by merely presenting | | | | your customer. Take notes to reflect your prospects |
| your product/service and persuading rather than | | | | ideas and concerns - jot down keywords that relate |
| offering a solution that the customer wants and needs. | | | | back to your customer's pain or problem, then use |
| Traditional methods are more of a numbers game. | | | | your notes with these keywords to reconfirm what |
| Love 'em and leave 'em rather than focusing on the | | | | has been said by paraphrasing. These actions will go a |
| long-term benefits of relationship building. | | | | long way in understanding your prospects needs and |
| Relationship Selling, like anything, requires a certain skill | | | | building a solid lasting relationship with your customer. |
| set. Learn these skills and you are on your way to a | | | | Objection Resolutions - quite possibly the most difficult |
| higher conversion rate, more customer sales, and the | | | | and intimidating process for even the most skilled |
| most important and often neglected end result - | | | | relationship sellers is handling objections. What exactly |
| customer retention and referrals. | | | | is an objection? An objection is not necessarily a |
| There are 7 basic consultative skills of Relationship | | | | negative thing. In fact, it is a good thing in many |
| Selling that you need to learn to truly start and grasp | | | | instances. It shows that your customer is giving you |
| this way of selling. Let's briefly touch on each of these | | | | the go ahead to move forward in the sales process. |
| skills. | | | | Objections are more often than not just a need from |
| Poise - Sounds simple enough but when you are put | | | | your customer for more information, communication, |
| on the spot in real-time you must be ready to respond, | | | | clarification and alternatives. They need to understand |
| react and have a positive attitude. You have | | | | the whole picture and they are probing you for more |
| approximately 10 seconds to gain your customer's | | | | information. This is your time to shine. If you are skilled |
| trust with your first interaction. It is crucial that you use | | | | at handling objections, you will close the sale more |
| these 10 seconds wisely. Poise requires exuding | | | | often than not. Use all of the above 6 skills to handle |
| confidence. A certain presence that lets the customer | | | | objections properly. Be prepared before you start. |
| know you are there to help and are very | | | | Write down all of the objections, focus on what your |
| knowledgeable in your field. A sense of compassion, | | | | customer is saying, customize each response |
| patience and personalization to welcome them into | | | | resolution and create a win-win. Don't go in blindly |
| your world - remove the barriers immediately so the | | | | fumbling around for an answer. Remember, you may |
| doors of communication open up. | | | | not always have an immediate answer and that's fine. |
| Do not show a lack of confidence, arrogance or | | | | If you don't know the answer then be honest and let |
| disrespect. Bad attitudes will shut doors immediately. | | | | them know, but be sure to get back with them or your |
| Be sure to check your ego at the door before you | | | | credibility will be shot and trust will be lost - Trust is the |
| even begin this process. | | | | crucial element in relationship selling. |
| Relationship Building - Relationship building is the core of | | | | Your Unique Selling Proposition - In order to position |
| relationship selling. It creates trust and helps to develop | | | | your USP, you must first understand what a USP |
| credibility. Credibility can be "borrowed" in the beginning | | | | actually represents. USP or Unique Selling Proposition |
| if you are just getting started but it cannot be | | | | will separate you from the thousands of others out |
| borrowed for long so you must build your own | | | | there selling what you are selling. It enables you to |
| credibility as quickly as possible. It is based on good | | | | stand out from your competition by being or offering |
| communication between you and your customer and | | | | something unique or different that no one else is |
| must never be confrontational. Be compassionate, | | | | offering. A good USP should provide evidence that |
| have an exchange of dialog, ask questions and never | | | | your product/service is the solution to the customer's |
| rush through the process. The one sacrifice is time. | | | | need or problem. It should relate the customer problem |
| Building relationships takes time and requires effort but | | | | with the solution so you can customize a fit for your |
| if you take it all in and enjoy the process it results in a | | | | customer. Many products are identical in their offering |
| win-win for both of you. | | | | so you need to identify the main advantage your |
| Ask Open Ended Questions - Who, What, Where, | | | | product/service has over the competition. It could be a |
| When, Why and How? Ask questions that encourage | | | | special discount or bonus that no one else is offering |
| a dialog, that enable you to dig deeper into your | | | | (product feature); it could be based on emotion - a |
| customer's mind to really understand what their | | | | college kid in a dorm room wants delivery - fast and |
| problem is so you are able and ready to provide them | | | | cheap so you could offer the product free (a free |
| with a good solution. A question that requires a simple | | | | pizza) or for a discount if it doesn't get there within a |
| yes, no answer is seldom going to enable you to | | | | certain time frame (conquering both the emotions of |
| pinpoint your customer's biggest challenge. Summarize | | | | wanting it quickly and as cheap as possible). Dominos |
| what your customer tells you to be sure you | | | | used to offer 30 minutes or less or it is free. This was |
| understand their problem. Ask questions that will | | | | a great USP that struck a big chord with college kids |
| identify emotions of your customer (triggers that will | | | | and separated Dominos from the pack of thousands |
| help you build a better relationship) and opinions | | | | of other competitors. |
| (creates a dialog between the two of you) and then | | | | Make a list of what differentiates your product/service |
| prompt them to take the next step (a call to action). | | | | from the others and build around that by tapping into |
| Dialog enables you to know when the customer has | | | | the emotions of your customer and their wants and |
| given you the go ahead to move the sales process | | | | needs. It takes time and effort to build a good USP but |
| forward. | | | | once you have established a good one, you will be |
| Problem Solving - in relationship selling you solve | | | | able to rise above your competitors and stand out |
| problems by presenting a solution. That solution will | | | | from the crowd. |
| ultimately be your product/service unless it truly does | | | | In summary, Relationship Selling is all about building |
| not fit into your customer's needs. Problem solving | | | | good solid relationships, credibility and trust. |
| requires great listening skills. Active listening without | | | | It is nearly impossible to cover everything in depth in |
| distractions so be sure to close off the outside world | | | | one article. The key points to remember is relationship |
| and take in every word your customer is relating to | | | | selling will increase profits by focusing on one single |
| you. The key to effective problem solving is starting | | | | sales objective, repeat sales, referral business, higher |
| with a targeted audience then determine needs by | | | | ticket items and customer retention. |
| interviewing your customer. Based on your findings, | | | | Patience is a virtue. It may take time to get |
| you will provide a solution that solves the customer's | | | | comfortable with this way of selling and to master the |
| problems. Remember you are tapping into their | | | | skill set but once you have, it will become second |
| emotions, wants and needs. People usually buy what | | | | nature and the proof will be in the bottom line - sales |
| they want, not what they need. Effectively providing or | | | | for you and a happy, satisfied customer. |