Today, we’re going to do things a little bit different. I’m sure you’ve heard multiple times that sales is a relationship business. So, I won’t start off with that, instead, we are going back to the ABCs by taking a look at the building blocks of what a great sales relationship is.
No Plan is a Bad Plan
Every sales professional must have a basic framework for how to obtain new clients. However, it is less about making the pitch, as it is about investing in a relationship to earn trust and their business.
Those who wing it might strike gold once in a while. But it isn’t a long term plan and most of the time the sales person winging it will strike no gold- or worse, fools gold (where they think they got it, but in truth find out they are not a good fit due to a lack of diligence and research). The main goal of these visits is to build trust. It’s about playing the long game with the purpose of proving that you are different than your fellow sales colleagues. Yes, you want the sales, but you’re genuinely interested in establishing a bond with them and ensuring that what you have works for their needs.
“Great sales professionals know that the relationship comes before the business.”
Nathan Jamail, Author, Coach & Keynote Speaker
There are three points to this plan:
- I will earn the business, not just expect it. This is not to say that we won’t go into a meeting expecting to do well and/or to possibly close a deal, but we will ensure that we have properly earned the business in the process, and that it is a fit for the prospect and not just assume it is.
- I will get the prospects permission to stay in contact with them on a monthly basis. A relationship flows both ways. Establishing a connection first, means giving the prospect the option to say no. Yes, it’s risky, but it’s also an early indicator of who cares enough and is curious enough, to establish that bond, and ensuring their needs and desires come first.
- I will have genuine conversations with them during these moments to better understand and know them. Getting to know them means just that, getting to know them. It means investing the time and effort to feel out who is your client and how you can potentially best meet their needs.
Wait for that Perfect Moment, It’ll Come
The thing with relationships is that eventually, someone will need something from somebody. In this case, you want to be front of mind with the prospect so that you can easily step up to the plate when the competition messes up and makes your prospect unhappy.
Given that people do business with those they like and trust, you’ve almost assured that they’ll reach out to you first for help (or, your monthly calls will be perfectly timed to take advantage of their unexpected need). By continuing to show up before the problem, you’ve already established that you are a dependable person, even before you make the pitch for the business.
Will the time really come where they will need you? In general mistakes do happen, but if you’re already top of mind as an alternative, it lessens the fear of trying something new. What’s more is that by establishing an early relationship, if a mistake occurs on your end when they do award you their business, they are more likely to be forgiving because you’ve earned their trust all along the way.
Real Life Application
I don’t purport to be a screenwriter, but over my years in sales, my opening line to make the pitch often plays out like any one of the following scenes:
Scene 1
Prospect: “Nathan why do you keep coming by and never asking for my business, what is your game?”
My response: I’ve got no hidden agenda but I’m making my intentions clear. I know that sales is a relationship business, so I value investing in others before I even expect them to invest in me. I just want you to get to know me so should you decide to make a change in your business operations, you will know if I am the right person.
A little while later…
Scene 2
Prospect: “Hey Nathan, funny you should call (or come by if in person). I just got off the phone with XYZ company and they made me so mad. Do you think you can help me with this issue?”
My response: “Sure, I’m happy to help. This is what I can do for you…”
*End Scene*
Ok, so while I won’t be giving Quentin Tarantino a run for his money, I’m sure you get the takeaway. These are all real-world situations that I have benefited from simply by establishing a great sales relationship with prospective clients and it can work for you, too.
It’s not rocket science, but it is the simplest step most sales professionals often skip over. It’s a little time intensive but the payoff is usually well worth it.
Why it Works
When we serve and build relationships without expectations, we get results. We also get the business because our prospects see our genuine efforts and appreciate the lack of pitch manipulation to get the sale.
So to repeat, the ABCs of building a great sales relationship boils down to three things:
- Never show up and just ask for their business (assume before you research); but definitely get permission to stay in contact.
- Be genuine in your meeting; seek to know them and understand them.
- Be consistent; we are doing this without expectations but to continue to establish trust and likability.
I’m all about making the sales and helping your team and you hit those targets. Let’s chat. Reach out to me at nathanjamail.com and be sure to check out my books on sales; The Sales Professionals Playbook and The Sales Leaders Playbook.
