Building Relationships in Sales


It’s a tough fact of sales: You probably aren’t going to get business from someone who doesn’t like you. People buy from those they like and who they make connections with.

An even harder fact? Not everyone is going to like you. Whether you just started off on the wrong foot or your basic principles don’t align, you’re not going to win over everyone.

But you can increase your chances by following a few key rules for building relationships in a sales environment.

Service starts with knowledge. You’ll hear exactly what you need to hear if you give your prospects a chance to say it. You have two ears and one mouth…use them accordingly.

Seek to Understand

Don’t listen to respond, listen to understand. Ask questions for clarification and repeat back what your prospective client has said in order to make sure you’re both on the same page.

Create a Smooth Path
Help out where you can – respond quickly, find answers if you don’t have them, work around their schedule. Make it easy to work with you.

Create Value
No doubt your product has value – you wouldn’t be in this person’s office if it didn’t. But what kind of extras can you provide? It doesn’t have to be a free tchotchke; in fact, it probably shouldn’t be. Bring something of real value to the table, like a unique solution or alternate perspective. Have solutions at the ready (maybe a help line?) and tailor them to your prospects’ needs.

Maintain, Maintain, Maintain
Everyone knows a salesperson who disappeared after the sale. Don’t be that person. Keep in touch and know what is happening with them personally and what is happening with their company (social media is great for this purpose!). Reach out when you see information you think they could use or would like to see.

The ESA Advantage
Executive Scheduling Associates puts strong emphasis on building relationships, not only with our clients, but with our clients’ clients. From standardized noting to special fields within our custom databases that are dedicated to a client’s scheduling preferences, we know what we are going to say to each individual, every time we call. We build rapport and create relationships with advisors, assistants and office administrators to help foster your relationships and grow both your business and your clients’ businesses.

What are your best tips for building relationships? Tell us in the comments below.

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