Build the relationship

The best salespeople seem to be able to talk to their clients with ease. That’s because they’ve built a relationship with them from the start. Personal relationships sell easier because people naturally tend to think negatively of salespeople. It’s easier to say yes to someone you like, so take the time to get to know the client on a personal level and you’ll find it much easier in the end to close the sale.

Keep the conversation about the customer

In building the relationship always remember that it’s about what the client needs and what they want. You have the solution to the problem, but the solution isn’t what’s important. The customer is what’s important. The impact of the problem on them and your solution to ease or solve that problem is only important if it takes care of the issues the customer sees as important. Don’t talk about yourself or how great your services are; talk about the customer’s issue and let them know you can help them.

Be personable… and personal

When you build a personal relationship with your customer, make sure it is personal. Know about what keeps them up at night, what problems they are facing. Talk to them on a personal level and use real life examples when making a value proposition. In the end, you want the customer to think of you more as a friend then as “their agent’ or broker. They will buy quicker from their friend then from a salesperson, and the only way to build that relationship is to be personable… and personal.

Keep the goal in mind

While you are building that relationship, keep in mind you have a goal. It’s too easy to get so involved in building the relationship that you forget you are here to make a sale in the end. That’s not to say you need to be fake or two-faced in building the relationship, you just need to keep in the back of your mind that the end result should be money in your pocket and a solution to your new friends problem.

Ask for the sale

Finally, don’t forget to ask for the sale. Again it’s easy to get caught up in the conversation or to wander off on topics that somehow never get back to the reason you are there, but when you get the buying signal, ask for the sale. Too many times I’ve seen salespeople build great relationships with customers and then they are afraid to ask for the sale because of the fear of loss of the relationship if the customer says no. The other reason people don’t ask for the sale is they just plain didn’t see the buying signals because they failed to “keep the goal in mind.”

Effective communication throughout the sales process is paramount to building a relationship and then making an easy close. Remember to make it personal, keep the goal in mind and don’t forget to ask for the sale.

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