How can you get other people to become interested in you and your product or service? Dale Carnegie (How to Win Friends and Influence People) says by becoming genuinely interested in them. And he’s partially right.
The reality and the secret of a business relationship is that BOTH parties must be mutually engaged and mutually interested, and BOTH parties must be intellectually stimulated and emotionally connected. Otherwise it’s just a conversation that will be forgotten, unless the salesperson is taking notes.
The key to deepening a sales relationship, or any relationship for that matter, is to connect emotionally. Favorite teams, kids, college create emotion when spoken about, and the feelings and or situations are mutual.
The secret ingredient of a sales relationship is emotion. Emotion is a key link to rapport, relaxation, and response. Emotion takes conversations deeper and becomes more open. The desire to talk and reveal becomes more intense. It pushes you to trade stories and discover similarities.
To establish the ultimate long-term business relationship and to be memorable in the service you perform, you need personal information about your prospect or customer. The more information you have, the better it is to establish rapport, follow-up and have something to say, build the relationship, and gain enough comfort to make the first sale, and with consistent follow-through, many more. The difference between making one sale and building a long-term relationship lies in your ability to get this information.
If given a choice, people will buy from those they can relate to. People they like. People they trust. This stems from things-in-common. If you have the right information, and use it to be memorable, you have a decided advantage.
Or you can decide “That’s too much work, I can make sales without becoming involved with the client.”
This philosophy gives the advantage to someone else – your competitor.