Selling in the current dynamic market environment where customers are far more informed on products or services that they are looking for in the market place than it used to be a few years ago. Thanks to the internet and social media, customers now have more clarity on all suppliers available to meet their requirements. It’s a tough world for salespeople, especially in B2B environment where it’s more of person to person selling than buying on-line or portals. However, there’s a wealth of knowledge and techniques available even for sales people to master and still make selling happen. One such fundamental tactic that every sales person should master in the B2B selling is “Customer Relationship Selling”.
Sales people who master this tactic of managing strong relationships with key decision makers in the customer premises have better chances of winning against their competitor people.
As the name implies, relationship selling is all about the rapport and connect developed by the sales person with potential buyers in the customer premises who are extremely influential in the buying process from customer’s side. So, when we are talking about developing rapport or connect with people, it would essentially mean driving sales conversations in such a way that it shows care and generosity towards the people. Rather than focusing on selling of a product or service, the priority for the sales person is on the interactions that would lead to developing comfort and ultimately trust. Many a times the comfort comes with non-business discussions only. Topics that customer is keen to discuss and shows full attention with much greater engagement. Simply by caring about building relationships and taking an interest in their world, smart sales people can significantly improve their chances of winning orders and retaining such customers for the long-term business. In fact, smart sales people use them for quick cross referencing and building other potential customers.
Some important techniques that sales people must practice to be able to build customer relationships include:
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