Most salespeople are motivated by their instinctive desire to achieve immediate tangible results—i.e. they want a sale and they want it now (especially the one-call-close salesperson, who knows that in his case a callback is the kiss of death); unfortunately in too many cases this “cut to the chase” mentality precludes them from taking the time to first establish a relationship with the prospect—something even the one-call-close salesperson can and should do.

If you truly care to serve the prospect, before you begin presenting your product or service, you’ll take the time to get to know the woman, ask the questions that’ll lead you to discover what she passionately cares about most, what her problems are, problems she’d give almost her soul to solve. That’s what she wants from the salespeople she does business with—someone who really cares about her and her business; a introspective problem-solver who is willing to take the time to analyze carefully, not rush the process along to simply get to the close and make some money. Isn’t that what you want from the salespeople you deal with? When someone takes a personal interest in you, doesn’t that grab you in a way nothing else does? All of a sudden you’re not buying from a salesperson; you’re working with a trusted friend to make your life better, more successful. You feel a surge of gratitude that you and your interests come first, and you’ll go to hell and back for that person to show your gratitude.

If you’ll invest the time to really get to know your prospect, to become a trusted friend, to put her long-term interest above your own, to never sell anything you deem not in her best interest, to treat the sales process as a fiduciary responsibility, you’ll be well on your way to becoming a master, a professional in the highest sense of the word. Your customers will love you for it. They’ll be loyal to you, buy from you over and over again, treat you with the utmost respect and go out of their way to recommend you to their peers; they’ll actually brag about you, extol your virtues to all who’ll listen. That’s what you want from them, isn’t it? Sure it is. So to coin an old analogy, put some wood into the furnace before you expect to get back any heat. Be the leader in a win-win relationship, not just a salesperson who’s there simply to make a living.

The irony is you’ll make far more money if you approach the sales process this way. In the end, the only thing that really matters are the people in your life; this is true of your business life, as well as your personal life.

The relationship is all-important and comes first.

The sale and future sales are a byproduct of that relationship; never forget it.

 

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