| Relationship Selling is quite a contrast to the | | | | them for purchasing from you and then ask them |
| traditional methods of selling. No pitching just | | | | if they know of anyone else who may benefit |
| relationship building and building credibility. Those | | | | from your product/service. This can be done |
| are some of the foundations of this type of | | | | once again through e-mail, telephone or my |
| selling. Building the relationships and credibility are | | | | favorite - a card dropped in the mail. If they do |
| great but it goes for naught if you aren't turning a | | | | give you referrals, be sure to show your |
| profit. The critical component and the reason | | | | gratitude by sending them a gift card or some |
| anyone gets started in business to begin with is | | | | other token of appreciation. These gestures go a |
| to make that one little (or not so little) thing that | | | | long way in building relationships. It's that simple |
| keeps your business running - sales. | | | | but unbelievably, so many people do not do this. |
| Without closing on sales, your bottom line will be | | | | Referrals are a big part of a successful business |
| pretty pitiful and you are on your way to the | | | | customer base. Don't skip this step. It takes 5 |
| 95% failure rate of all new businesses. | | | | minutes and the effects are amazing. |
| So what are the 5 Secrets to Creating Profits | | | | 4. Move on to Higher Ticket Items - many |
| using Relationship Selling? | | | | salespeople start with the big bang. It's their |
| 1. There needs to be a Single Sales Objective - | | | | nature and it's a little bit of greed too. Think of |
| that's right. Don't be scattered and trying to pitch | | | | the sale first and the customer second - NOT. |
| them everything under the sun by presenting | | | | Relationship Selling is the polar opposite. Start small |
| your prospect/customer with dozens of different | | | | and build up to your bigger ticket items. Once you |
| options. That muddies the waters and creates a | | | | have successfully sold a lower priced product |
| no win situation. Be very certain of the reason | | | | service to your customer and they are happy |
| you are meeting with your prospect/customer | | | | campers, then progressively move them through |
| BEFORE you speak. Have a clearly defined goal - | | | | your product line to the big hitters with increased |
| one that can be measured in terms of time and | | | | profitability all the while continuing to address their |
| make that end goal specific to your product or | | | | needs. Keep an eye open for your most highly |
| service. | | | | responsive customer base and place your |
| 2. Repeat this with me - Repeat Sales - one of | | | | attention on them first. |
| the most overlooked and perhaps most powerful | | | | 5. Customer Retention - drum roll please. If you |
| components of Relationship Selling (or any selling) | | | | have not yet grasped the importance of retaining |
| is the repeat factor. It is so much more difficult | | | | your customer base, then chances are you are |
| to find a new customer than to retain an existing | | | | no longer in business or close to being there. |
| one. Why in the world would you want to put | | | | Please listen to this and keep it posted |
| yourself through all of that unnecessary time and | | | | somewhere where you see it daily: It is 5 (FIVE) |
| effort when all that is needed is a little TLC with | | | | times more expensive to secure a new client |
| your existing customer base. To retain this type | | | | than to maintain an existing one. Five times. Did |
| of customer you need to develop the skills of | | | | you catch that? So if you like spinning your |
| relationship building. This may take some time | | | | wheels and wasting your time trying to secure |
| initially but the payoff is incredible. Extend value to | | | | new clients and your time is not that valuable to |
| your customer and provide excellent customer | | | | you, then keep on going in that direction and |
| service. It is crucial for repeat business that you | | | | forget about retention. But if your time is scarce |
| have a call to action. This can be in the way of | | | | as you try to juggle everything and build a good |
| e-mail, direct mail or telephone. | | | | solid customer base then pay attention. Keep |
| This all falls under the category of good solid | | | | your customer happy. FOLLOW-UP. It is crucial. |
| follow-up. Remind your prospect/customer about | | | | Check in on them to see how things are going. |
| an upcoming appointment utilizing the above | | | | Show gratitude for a purchase they have made. |
| methods. Drip it over time; initially send an e-mail | | | | Send them special discounts, coupons, or a small |
| reminding them of the appointment then one | | | | token of appreciation for being a loyal customer. |
| week before the scheduled appointment you | | | | Address their needs immediately. If you aren't |
| could drop them a card reminding them and one | | | | taking the time to do these things, then |
| day before, telephone them so the appointment is | | | | apparently, retaining customers is not paramount |
| fresh in their minds. This way they will be more | | | | to your business success. But for most small |
| likely to remember and show up at the scheduled | | | | businesses, this last one is crucial for increasing |
| time. Be flexible and understanding, rescheduling | | | | profits and staying profitable. |
| the time if it doesn't work for your customer. | | | | In summary, the critical component and the |
| Remember that there is a fine line between being | | | | reason anyone gets started in business to begin |
| persistent and being "pesky". Good, solid follow-up | | | | with is to be profitable. People buy from you |
| is persistence; annoying and pressuring is "pesky". | | | | because they trust, believe and have confidence |
| They may not buy right away, but who cares? If | | | | in you. They feel that there is a good fit with |
| and when they are ready, providing you have | | | | their needs and your product/service. A good |
| played your cards right, they will come knocking | | | | perception exists that you are providing value and |
| on your door time and again in the future. | | | | the price they pay for it is definitely worth it. But |
| 3. Referral Business - that's right Referrals. How | | | | building the relationships and credibility will be |
| do you get referrals from a client? Ask for it! It's | | | | useless without profits. |
| that plain and simple. A good customer would be | | | | By following the these 5 simple strategies to |
| more than happy to give you a referral. Thank | | | | creating profits you will go a long way in building |
| them for their order and then of course follow up | | | | those relationships that are essential to success in |
| to be sure they are happy and satisfied. Thank | | | | business. |