Stop Interrogating and Start Conversing for Relationship Based Selling Success - Peter Fullbrook
Thursday, April 28, 2016 at 12:00PM
Grant Crossley in Business Coaching, Coaching, Communication, Executive Coaching, Executive Leadership Coaching, Marketing, Negotiation, Sales

Part of the reason the Pressure Free Sales System is so successful is the collaborative way in which a sales person and the customer interact.

A relationship built on trust and respect is formed with the view to repeat the interaction in the future. This flies in the face of the ‘hard sell’ which is all about the seller, the product and the financial benefit a sales transaction creates for the seller.

Relationship based selling sounds easy enough but it actually takes some practice to create a sales conversation that gleans information about the customer, their needs and their behaviours without it sounding all sales-y or worse, like an interrogation.

Here are five ways you can conduct a relationship based sales conversation:

  1. Effective listening

You have two ears and one mouth for a reason. Most salespeople ignore this fact and have one-sided conversations with customers all about their product or service. Many salespeople talk themselves out of converting a sale, but not many listen themselves out of one! Be patient and listen for verbal and non-verbal clues that alert you to whether what you have asked or said has struck a chord and resonated with the client.

  1. Ask the right questions

Open ended questions asked in a conversational and friendly style is how a customer will feel, relaxed and comfortable with you. Asking great questions about the challenges they face or their desires will determine whether this person has a genuine need for your product and service, build credibility, expertise and save you both time.

  1. Clarifying the customer’s pain point

Asking great questions and listening effectively opens the relationship door but using clarification to confirm what the customer has said to you can allow you to build the relationship further. Repeating what the person has shared with you back to them in your own words makes them feel truly heard and that you have a genuine interest in what they have to say.

  1. Welcome objections

Responding defensively – such as using ‘yes but’- when a potential customer raises an objection is the fastest way to lose a sale. Respond positively and welcome the objections. They actually indicate interest. Knowing your product or service and how it provides a solution for the customer’s pain point will help you talk through objections in a way that keeps the conversation flowing and positive.

  1. Understand closing a sale is opening up new opportunities

Closing can be purely transactional for some sales people – hand over the money, here’s your product, good bye – or the start of something beautiful! Relationship based selling sees closing a sale as the beginning of something new. Keep it personal and show your customers you genuinely wish them to have the best experience and best outcome.  Check in with them regularly, follow-up on the experience they have had with the product or service they purchased, thank them for their business and keep loyal customers happy. It costs a business four to six times more to find a new customer than to keep a happy one.

Customers want to buy from companies and people they trust. They want painless transactions with personality. They don’t purchase a product, they purchase a solution. And they won’t purchase that solution from someone they don’t like or trust.

Positive, supportive sales conversations that build deeper trust, will drive customer satisfaction.

And you’ll end up with loyal, happy customers who are mobile mouthpieces for you and your business.

Source: Peter Fullbrook via the Total Executive LinkedIn Group

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