Build Value into Relationships

Over the years, "fads" have crossed the sales profession, from "Spin Selling" to "Relationship Selling".  It's funny, dust off one of the fad techniques in your next pitch, and your peers and boss will look at you like you came to work in tight parachute pants and a "Pantera" t-shirt.  Oddly, human behavior has not changed significantly, we just continue to evolve to try to understand it better.

Here is what is different, whether you are selling retail goods or B2B, the buyers have become more selective as their budgets have tightened.  I saw this firsthand last month in the US territory of Saint Thomas, a vacation destination that relies heavily on tourism.  In 2003 I visited, and everybody was happy go-lucky, there were steel drums everywhere, it was all lots-of-laughs.  Enter 2011, and the weekly cruise stops have dwindled from twenty-something plus to less than 5.  Doors are closed, businesses are suffering.  Now, the street "handlers" act with great desperation - they NEED your business now.  The same story is true all across America.

So, what should you do?  For one, relate to the buyer.  Salespeople often fear that being too transparent is equivalent to giving up some product value.  Instead, it adds credibility.  This transparency builds value into the relationship, demonstrating a sign of empathy for the buyer's need to be careful.  Actually, if you pay attention, you can actually learn how to sell to this particular buyer once they demonstrate a desire to "examine all of their options,"  or "I don't think this fits my budget."  You can respond simply by saying:

"I understand completely - the market is quite different today than it used to be, so most buyers are exercising more caution.  Tell me, what are the three most important elements you are searching for in your provider/product?"

This disarms the client and demonstrates you truly care about them getting their desired value, not just a sale!  At the very least, I seriously doubt this would solicit negativity.  Sales will be built on trust, so show some of your cards.  Now, go sell somethin'!

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