Your product or service offering is the most important factor, but how well you manage the relationship with your buyer is essential. You must provide them with value and a solution while establishing credibility and trust. The most successful salespeople understand this dynamic.
- There has been a lot written about the importance of the buyer and seller relationship. Both have responsibilities and obligations to the respective companies that must be met. As a salesperson, your ability to successfully close the sale is so critically linked to the value and solution you're able to provide with your product or service. You need to be able to show and prove that to your buyer and establish a foundation of trust. The role of a buyer is not an easy one and too often salespeople don't take the time to understand what's involved with allocating dollars to purchase a product or service.
In fact, salespeople not being sympathetic or showing empathy to what a buyer really does is one of the issues that bothers them most. This would also include a salesperson not fully understanding what the focus of a buyers' company is. The relationship must be built throughout the sales process, developing a solid level of knowledge and respect. You can't be ready to approach the close until questions are answered, objections solved, and the buyer feels assured that you can deliver on your promise.
There are a number of ways to build that essential trust with your buyer. Let's start first with being prepared for the sales call. It's knowing the buyer's mission and being fully trained and educated about your own product or service. Research, planning and preparation are the basics of the sales process and there are no shortcuts. As important, when a situation arises when you may not have the answer about your offering, you can't fake it. Be honest and say, you need to reconfirm or check the answer you've given.
You will be respected for that. Next, always remember that the buyer knows their business better than you do. So when you ask a question, listen to their answer, take good notes, clarify if need be and don't debate what they've told you. Listening is one of the issues that buyers raise most about deficiencies in salespeople skills. Then comes the matter of being sold, the use of in your face, hard sell, and manipulative approaches aren't appreciated at all and almost certainly are a way to lose the trust of a buyer.
Good sales people earn respect by working with the buyer to develop solutions. Don't waste the time thinking that aggressive tactics are going to be successful. Finally, you must always maintain to what I refer to as the cornerstones of salesmanship. You can't establish trust and be ready for the close if your reputation, credibility, integrity, and character are in doubt. The most successful salespeople understand and value the critical importance of the buyer and seller relationship.
It takes time to cultivate and develop into a real mutual feeling of respect and understanding. They recognize that before you can move to the closing stage of the sales process, you must establish mutual trust with your buyer.