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	Relationship Selling

	by Jeanine Baron

Understanding the basics of the sales process, and CUSTOMIZING them to fit your personality and the needs of your particular business, are critical in building customer relationships. There are several important steps in the sales process, and it is important to use each step in a consistent, methodical manner, regardless of whether you are selling a product or service.

KNOW YOUR PRODUCT OR SERVICE

Before your initial contact with a prospective client, be able to communicate clearly and concisely what ATTRIBUTES your product or service has, and what makes your product uniquely desirable.

DEVELOP ENVIRONMENTS FOR DISCUSSION

The actual sales process begins with conversations of sorts, through various marketing efforts such as mailings, networking, advertising, etc. Gain exposure to your target market and let them get to know you, and in turn, get to know your target market and their NEEDS.

PROMOTE INFORMATION EXCHANGE

Meet with your prospects to ask them questions, uncover their needs, and give them information about your product or service. Determine how your business' strengths might FILL those needs stated by your prospects.

PROPOSE REALISTIC SOLUTIONS

Once you have determined that there is a good fit between you and your prospect, propose how your product or service can realistically and specifically SOLVE their problem or need. By knowing your competitors' products and services, you can also now prove that what you offer is BETTER.

CONFIRM THE SALE

Instead of focusing on "closing" a sale, indicating an end to the sales process, instead confirm that you have reviewed and discussed the prospect's willingness and ability to make a COMMITMENT. With the prospect's commitment to try your product or service, you have now transformed them into a customer. This is only possible when the relationship during the sales process to date has been built on a foundation of TRUST, respect and rapport. Congratulations! You are now in the position to move onto the next step of the sales process.

PERFECT YOUR DELIVERABLES

I believe that delivering a quality product or service is a very critical element in the selling process. If you are not delivering as promised, you are RISKING future sales. In fact, this step in the sales process is probably most critical to future sales success with this particular customer and those that this customer meets. Your opportunity for this customer to sell your product or service for you via REFERRALS depends entirely upon the quality of your deliverables.

EVALUATE YOUR PRODUCTS AND SERVICES

Follow up with customers to find out how they liked your product or service. This provides an ideal chance to create REPEAT business through securing future purchases for your product or service, gaining referrals or new prospects, acquiring testimonials, and having the opportunity to CORRECT problems that may have occurred during the sales process.

WHEN THE ANSWER IS NO

From time to time, even when you have said and done all the right things, you may still get "no" for an answer. Ideally, the sales situation can SHIFT and you will have the opportunity to develop a new proposal. In other situations, "no" may be a signal to move onto the NEXT prospect. Regardless of what happens after the dreaded "no" occurs, maintain a professional approach. Remember to:

thank the prospect for the opportunity to provide a bid for their business
ask the prospect, if possible, for comments: what factors contributed to the decision? what did you do (or didn't do) that had you lose the sale? did your product or service lack a particular quality they were looking for?
determine whether to pursue the business further and know when to walk away

STAYING IN TOUCH

If your analysis indicates that you should pursue the business, stay in touch with the prospect. Send articles of interest, or invite the prospect to industry-relevant events. As routine FOLLOW-UP calls are sometimes a nuisance, instead be prepared to begin the sales process over again in its entirety if given the opportunity to pitch your product or service to this same prospect in the future.

PUTTING IT ALL TOGETHER

Building a solid business is never easy. However, you can improve your chance for success by providing expertise in your field and having a structured sales process for your business to help you build client relationships. Providing an environment of CARING and friendship, along with professionalism and knowledge, are at the core of transforming prospects into faithful clients, and, ultimately, your vision into a successful and rewarding business.

Jeanine Baron is the Founder of Streamliners, Inc. SM, providing organizing solutions and serving the business community with seminars for improving effectiveness in the workplace. She is a member of ARMA, the National Association of Professional Organizers, and the National Study Group on Chronic Disorganization. You may visit her website at www.streamlinersinc.com.

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