Customers may be easy to woo in highly competitive markets with a slick presentation or more attractive pricing. Still, sales reps who understand their customers’ needs and have established trust and good communication earn customer loyalty. More crucial than the product or service’s features or price are the rapport and personalized experience that a successful sales rep builds.
Relationship selling is often a long cycle during which a sales rep gets to know their prospects. There are many ways to do this, and the result is building a network of meaningful sales relationships. While quotas, numbers and targets are easy to get caught up in, it’s important to recognize the value of building lasting relationships.
Gaining expertise in business-to-business professional selling is the main focus of the online Master of Business Administration (MBA) with a concentration in Professional Sales program from St. Cloud State University. This program equips graduates with sales methodologies while broadening their understanding of sales force management, sales and account analytics, strategic account management and more.
How Can You Build Meaningful Relationships in Sales?
Building meaningful relationships in sales begins with understanding your audience. This means researching their industry, company and role and asking them discovery questions that will help you meet their needs. As in all relationships, effective communication is key. That means not only being clear and concise when providing information but also being an active listener.
Offering solutions that solve your audience’s problems is crucial to delivering value. Meeting their needs and helping them achieve their goals helps differentiate you from your competition.
Following up with your audience throughout the sales cycle and fulfilling your commitments and promises is essential. It is critical to stay in touch, thank them for their time and business, and keep them updated as you move through the sales process. This is how to build customer satisfaction and loyalty which can result in testimonials and referrals.
Personalizing and humanizing your interactions with your audience will help you connect with them meaningfully. Sharing personal information about hobbies, interests or experiences you might have in common creates a positive atmosphere and helps create a connection.
Staying connected after the sale is as vital as communicating throughout the sales process. You can provide ongoing value, quickly address any issues or questions, and continue reinforcing that relationship. Nurturing and growing these relationships benefit your career and reputation.
Sales performance and coach Jason Cooper captures the essence of sales relationship building, stating that “it is through recognizing the power of human connection that we can create long-lasting relationships and transform ordinary transactions into meaningful ones. The importance of understanding individuals, listening attentively to their needs, and providing personalized solutions cannot be overstated. Remember that sales success isn’t solely about closing deals; it’s about building trust, providing value, and nurturing relationships.”
How Can You Convert That Human Connection to Sales Success?
The increase in digital connectivity in recent years has made it even more critical to embrace human experiences and interact with people personally and locally. Shayne Schreimann, regional sales manager at CrowdStrike, says that people buy from those they trust and like. Building that trust and friendship takes time and a lot of listening: “When you make a true connection with your customer, you can present the solutions they need and help guide the changes that will really benefit their business.”
Shayne creates memorable interactions with customers by writing a monthly newsletter about what’s happening at CrowdStrike. These newsletters aren’t marketing or sales-oriented, but they are ways for her to stay engaged with her customers and remain top-of-mind.
Building trust helps convert prospects into customers. Being honest, responsive, reliable and objective lets your customers know they can depend on you to have their best interests at heart.
Creating a good rapport and being trustworthy are necessary, but you also need to establish your expertise. Demonstrating knowledge about their work, competitors and industry trends is as important as being knowledgeable about the solution you are selling to your customers.
Ways to Improve Sales Conversion Rates
Customer relationship management (CRM) systems can help you stay on top of all the details you need to remember for each client. Automated follow-ups can be personalized so that it’s quick and easy to stay connected. Taking advantage of analytics and reporting can help you see which of your activities are effective and which aren’t working.
Social media can help you gain insights into your customers’ needs and position yourself as an expert in your field. Many customers take their complaints to social media before ever picking up the phone or sending an email, so staying connected to the major platforms helps you identify and fix issues before they grow out of control.
Delving into real-world opportunities is central to the coursework of St. Cloud State’s online MBA in Professional Sales program. This program explores the use of technology, social media, negotiation, and global and cultural understanding to help advance your sales career.
Learn more about St. Cloud State University’s online MBA with a concentration in Professional Sales program.
