Are \u201cRelationships\u201d really relevant to the sales profession?<\/p>\n\n\n\n
For every salesperson who says, \u201cI have a great relationship with that prospect\/client,\u201d how many of those prospects\/clients would actually agree?\u201d<\/p>\n\n\n\n
For any salesperson who has been in the same position for less than two years, what is the average number of opportunities lost with prospects\/clients with whom they\u2019ve had good relationships? <\/p>\n\n\n\n
Since it takes time to build sustainable relationships, companies obviously wouldn\u2019t expect a salesperson to sell anything for the first several months, or even years, right?<\/p>\n\n\n\n
Clearly, there\u2019s more to selling than relationships. Agreed? <\/p>\n\n\n\n
Whether a one-time $10 purchase or a multi-million dollar 10-year investment, many (if not most) decisions are impacted by factors other than the relationships between the buyer and seller. <\/p>\n\n\n\n
Every day, somewhere in the universe, a newly hired salesperson is closing an account that was previously never infiltrated by the predecessor who had a longstanding relationship. <\/p>\n\n\n\n
So, let\u2019s agree that, while relationships aren\u2019t a \u201cbad\u201d thing, they aren\u2019t necessarily critical to the sales process \u2013 in fact, they don\u2019t have a formal place in any sales process. <\/p>\n\n\n\n
Instead, let\u2019s ask the question: What form of Bonding & Rapport is critical to the sales process, regardless of how simple or complex the process? <\/p>\n\n\n\n
The answer: Trust<\/strong>. <\/p>\n\n\n\n Reality check: When our compensation is determined by how fast and often we can qualify prospects, we need to reach a significant level of trust as quickly as possible. <\/p>\n\n\n\n At Sandler, we offer many concepts for consideration regarding building trust \u2013 most importantly, we coach our clients to stop acting like salespeople. Newton\u2019s 3rd<\/sup> Law (Yes, I\u2019m referencing physics in a sales conversation) states, \u201cFor every action, there is an equal and opposite reaction.\u201d Perhaps this explains why prospects push back when salespeople push their agenda? <\/p>\n\n\n\n Based upon similar concepts of negative reverse psychology, we coach clients to guide prospects on a path of their own self-discovery, using strategically executed questions. Hence, my favorite Sandler Rule: \u201cPeople don\u2019t argue with their own data.\u201d Using technical knowledge and industry experience to ask the right questions, at the right time, places the salesperson in the position of Trusted Resource<\/em><\/strong>. <\/p>\n\n\n\n A similar technique, especially effective for establishing trust from the very start of the sales process, is for salespeople to say something that is not in their own self-interest. More specifically, let the prospect\/client know that 1) if you don\u2019t feel this is a good fit, you\u2019d appreciate having permission to say so (Yes, a salesperson can say \u201cNo.\u201d), and 2) you\u2019d appreciate them extending you the same courtesy (Yes, it\u2019s okay for prospects to say \u201cNo.\u201d).<\/p>\n\n\n\n Having trouble getting \u201cGhosted\u201d? Perhaps your prospects are afraid to tell you \u201cno\u201d? When you make it clear to a prospect that you\u2019re okay with a \u201cNo\u201d, you are creating an environment of transparency and trust<\/em><\/strong> \u2013 increasing the odds they\u2019ll share their true thoughts and feelings. <\/p>\n\n\n\n Lastly, it\u2019s a generally accepted truth that people like people who remind them of themselves, and people trust people they like. From the first second of contact, a professional salesperson has A) sensitivity to the personality of their prospect, B) a heightened level of self-awareness and, C) the ability to make adjustments in real time (i.e. Speed Up vs. Slow Down, Get Detailed vs. Give Summary, etc.). Taking on the role of adjusting behavior to create an environment of likability and trust is one of many things that makes sales is a highly skilled profession.<\/p>\n\n\n\n