Building Long-Term Relationships

Written By | Sales Success | November 20th, 2008 | 4 Comments »

Building and maintaining long-term selling relationships is the key behavior and skill of the top ten percent of the money earners in sales, in every field, selling every product and service.

If you could take everything we know about communications, put it all in a large pot, boil it and distill it down into its critical essence, it is about the importance of relationships in successful selling.

The Reason for Success
Most of your success in life will depend on your ability to get along well with other people, and on the quality of your relationships. Psychologist Sidney Jourard, found that 85 percent of a person’s happiness in life comes from happy interactions with other people. The reverse holds true as well: 85 percent of a person’s unhappiness or problems in life comes from difficulties in getting along with others.

Sell to Lots of People
Anyone can sell to a few people, some of the time. But only the very best human relations experts can sell to a wide variety of people, and sell to them repeatedly. The only way that you can make the kind of big money that you are capable of is by selling more easily, and more often, to the prospects you talk to, and by having those prospects open doors to others through testimonials and referrals. All top salespeople build and maintain high quality business relationships with their customers and sell to them repeatedly year after year.

Outselling Your Competition is easy when you have built long-term relationships with clients.

Decide Emotionally, Justify Logically
We are all sensitive to the quality of our relationships with other people. We are primarily emotional and we make most of our decisions on the basis of how we feel inside. We may carefully consider all of the logical and practical reasons why or why not with regard to buying a product or service, but in the final analysis we tend to go with our gut feeling. We listen to our inner voices. We obey the dictates of our hearts. We buy on the basis of how we feel about the relationship that we have with the other person. Where there is no relationship, there is no sale.

Focus on the Key Variable
Everything that you ever learned of value in the profession of selling, regarding your product or service, or personality, is only helpful to the degree to which it contributes to the building of high quality relationships with customers.

Action Exercises
Here are two things you can do immediately to put these ideas into action.

First, become a relationship expert in sales. Focus first on the relationship, above all, and the sale will take care of itself.

Second, take care of your relationships once you have built them. Never take them for granted. Tend to them as you would to a flower garden.

 

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About Brian Tracy – Brian Tracy is recognized as the top sales training and personal success authority in the world today. He has authored more than 60 books and has produced more than 500 audio and video learning programs on sales, management, business success and personal development, including worldwide bestseller The Psychology of Achievement. Brian’s goal is to help you achieve your personal and business goals faster and easier than you ever imagined. You can follow him on google+, facebook, and twitter.

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  1. Looking for Guidance says on February 12, 2013 at 8:09 pm:

    What do you think about client management after the client has agreed to move forward with you for a service? Do you stay in touch over the course of the year or leave it up to your client manager to handle the details and client relations? I am trying to decide what is most effective. Some salespeople move on once the deal is done and keep developing business and no longer stay in touch with the people they have sold to until it’s time to resell the service 12 months later. Would you be in touch sooner? Please advise. Thanks!

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