Cultivating & Capitalizing On The Sales Relationship

01 Feb 2016
Doug Dvorak
Capitalizing-Cartoon

As many people know, in sales; finding success is all about building relationships. Even the most profitable and successful sales professionals know that without taking the time to develop strong relationships with their customers; they will not be able to find the success that they are looking for. It is important to remember a very simple five step process that involves cultivating and capitalizing on the sales relationship so that you can build a strong bond with your client. This will allow you to build relationships with them that you know will lead to tremendous success.

 

Step One: Cultivate by Networking

 

You can’t build strong client relationships without first getting the clients. You will want to start cultivating clients by networking. Asking for referrals and reaching out to people through mutual contacts is a great way to begin a client relationship as you have a connection from the beginning and before you even meet. This is a great way to cultivate clients that you can build strong relationships with.

 

Step Two: Develop a Client Relationship Base

Before you can capitalize on the fact that you have a strong relationship with your client you will want to start building a strong client relationship. Asking questions and getting to know the client and what their needs and wants are is a great way to make sure you know how to sell to them and to earn their trust; proving that you are trying to do more than just close a sale. People can tell when you are only trying to sell to them and not trying to genuinely help them, try consulting a one-on-one sales coach to help you work through this problem.

 

Step Three: Get Sales by Offering Them What They Want

Once you have developed a strong relationship with a client you can start capitalizing on that relationship to get the sales you are looking for. However, before closing a sale you will want to make sure that you keep your customer happy to show them your loyalty. Don’t be afraid to offer incentives, gifts, discounts and more, especially if they are a repeat customer that you are looking to build a stronger relationship with as keeping old customers happy is often easier than getting new ones.

 

Step Four: Making Sure Your Client is Happy

 

Whenever you close a sale you need to make sure that your client is happy. You can do this by consistently checking in with them via phone calls, emails and in-person visits. Depending on how much you are involved in servicing their needs this could be every week, but it should be at least every month. A simple, “Hello, how is business?” can go a very long way. This is also a great chance to ask for referrals, if you have a happy client they will often be more than willing to refer friends, business associates and family members to you.

 

Step Five: Building an Ongoing Relationship

 

Closing a sale based on a strong client relationship is not the end of the sales process; there is still more that needs to be done. After ensuring your client is happy, you have a perfect chance to see if they are in need of more of your services or products (if they are in fact happy). Don’t be shy to ask them if they need additional service/products, this can be a key point in making sure your client is happy and stays happy.

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