Relational Selling
Relational Sales - Focusing on Your Customers' Needs
Facilitating the Customer's Decision to Buy
In an increasingly competitive business climate, customers are faced with a multitude of alternative products and vendors. A traditional approach based on "closing the sale" may be inefficient and even counter-productive. In today's markets, customers need customized solutions to their needs. Rather than being sold to, customers want to buy.
In relational sales the emphasis is on building and maintaining a long-term relationship with your customers, based on mutual trust and on sharing benefits. The sales activity is centered on solving customers' problems. This requires collaboration on the part of both you as the seller and your customer. You need to understand the needs of your customers, and your own capacity to provide solutions.
Comparison of traditional sales and relational sales
In a traditional sales methodology you make the initial contact looking for a customer to sell to. You offer your product by establishing a relationship in which you come across well with your potential customer. You let the customer know the positive aspects of your company as the seller, and present the product or service. You refute the customer's objections, are alert to signs that the sale can be closed, and then use sales methods to close the sale quickly. Your follow-up would generally consist of making contact with the customer again to sell more products.
In relational sales you strategically prospect customers, obtain information before visiting the prospects and plan the visits. You evaluate the customers' situations and search out their needs. Then you are able to demonstrate your understanding of their situation and show how your products or services can meet their needs. You develop the relationship by planning your presentation, selecting your proposal based on the value it provides the customer, negotiating the customer's concerns, and obtaining the customer's
Facilitating the Customer's Decision to Buy
In an increasingly competitive business climate, customers are faced with a multitude of alternative products and vendors. A traditional approach based on "closing the sale" may be inefficient and even counter-productive. In today's markets, customers need customized solutions to their needs. Rather than being sold to, customers want to buy.
In relational sales the emphasis is on building and maintaining a long-term relationship with your customers, based on mutual trust and on sharing benefits. The sales activity is centered on solving customers' problems. This requires collaboration on the part of both you as the seller and your customer. You need to understand the needs of your customers, and your own capacity to provide solutions.
Comparison of traditional sales and relational sales
In a traditional sales methodology you make the initial contact looking for a customer to sell to. You offer your product by establishing a relationship in which you come across well with your potential customer. You let the customer know the positive aspects of your company as the seller, and present the product or service. You refute the customer's objections, are alert to signs that the sale can be closed, and then use sales methods to close the sale quickly. Your follow-up would generally consist of making contact with the customer again to sell more products.
In relational sales you strategically prospect customers, obtain information before visiting the prospects and plan the visits. You evaluate the customers' situations and search out their needs. Then you are able to demonstrate your understanding of their situation and show how your products or services can meet their needs. You develop the relationship by planning your presentation, selecting your proposal based on the value it provides the customer, negotiating the customer's concerns, and obtaining the customer's