Relationship Selling: Trusted Partner vs. Trusted Resource

How to build reciprocal relationships for successful negotiations.

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“My greatest strength is creating relationships.”

“My customers buy from me because they trust me.”

“I am in sales because I love building relationships.”

Sound Familiar?

Relationship selling will always be a critical capability; after all, people buy from people. In fact, most salespeople would define their relationship skills as their most valued asset; even more important than their hunting, qualifying, and closing.  When asked on a job interview, the most common response to interview questions about sales capability would be one of the answers above.  Take it one step further and relationship selling has become a common excuse for pushing back on sales process training and utilizing CRM technology.

The relationship salesperson

While the ability to develop relationships has always been important in sales, there is debate over what a “great relationship” looks like. If you search for a clear definition of a great relationship, you find words like mutual trust, openness, communication, sharing, and compromise.

Unfortunately, the relationships that most salespeople have with their prospective customers lacks these critical factors. Rather than being defined by mutual trust or bilateral communication, the relationships are transactional, based on quickly responding to any request made of them by a prospect.  Whether the prospect is asking for an onsite visit, demos, references, or pricing, most salespeople will deliver without hesitation. The best-case scenario is the prospect reciprocates with a note of appreciation for delivering while the worst-case is the prospect disappears.

Delivering on all pre-sales requests has become the baseline for most salespeople who view themselves as relationship driven. Whether resulting in an actual sale or not, the sense of accomplishment is in delivering for a prospect rather than closing.  In fact, most salespeople pay very little attention to the percentage of deals that fall apart.  For this reason, many CRM applications are bogged down with opportunities that have aged far beyond the original close date and have little traction and possibility of closing beyond the delivery of the proposal.

 

All salespeople like to win

While all salespeople want to cater to their prospects for the purpose of winning the business, issues arise from a lack of attention to the losses and the time wasted on opportunities that don’t close. Many salespeople reading this article would argue that it’s their job to fulfill requests made of them by a prospective client.  While this is true, if the relationship is so strong, what are the salespeople asking for—and getting—in return?  Anything less than equal reciprocity on the part of the prospect would render the relationship conditional, with the salesperson acting as a resource rather than a partner.

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