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 Old school, gregarious and friendly. Wants to be a pal. Bill is like so many salespeople. He believes that getting the client to like you (aka a friend) is the most important aspect of selling. In actuality, it is nice that the client likes you, however it is much more important that the client trusts you and respects you. Liking you is just icing on the cake.
Early in my career I spent a great amount of time and money wining and dinning clients. We did things together. We were friends. And because we were friends, I was lulled into a false sense of security that my friend would take care of me. I also remember how disappointed I was when that same friend would tell me how sorry he or she was that the order went to someone else because “it was out of their hands.” Someone else in the organization "forced" them to award the contract to a competitor.
Relationship building is an important part of selling. However focusing on relationship building only as a strategy for success is foolhardy, especially in today’s business climate. Companies are increasingly pressured to provide more value to their stockholders and customers. In the end; “business is business.”
A salesperson must thoroughly qualify the opportunity (needs, ramifications, consequences, budget, etc) and cultivate relationships with ALL the decision makers in the company to win the order. Having relationship with few “friends” is not enough. Today’s salesperson must have relationships at all levels within the organization.
iSell™ combines state of the art in sales persuasion technology with confidence and attitude building techniques used by professional athletes. Together they provide your salespeople with the skills necessary to compete in today’s competitive environment.
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Bill
