Sales relationships work no differently from relationships with friends and family. Building profitable long-term sales relationships takes trust and open dialogue. Here are four ways to build them:

1. Forget about the sale. Not for good. But try to put the sale on the back burner of your mind so you can focus on learning the needs and values of your prospects. You can’t be certain the solution you’re offering is of any value until you know what the prospect is looking for. Try not to impose an agenda. Genuinely listen to what the prospect really needs. It’s the fastest way to build trust.
2. Ask, don’t argue. It may be a good idea to come up with a series of questions before a sales meeting. The questions should help you determine what your prospects are looking for, why they’re looking for it, how they expect it to benefit their businesses and when they expect to have it. Offering solutions that don’t take your prospects’ needs and values into consideration won’t work. Questions that show genuine interest, concern and confidence go a long way toward building trust.
3. Listen with your fingers. Taking notes is a good way to ensure that the information you’re gathering is sinking in. When prospects see you taking notes, they usually see it as a sign that you intend to use the information to help them. Then when they are ready to talk about solutions, you have an outline of needs to meet and values to uphold.
4. Seek to understand. Your understanding of your prospects must be solid so there’s no room for presumptions. If they’ve answered a question and you still don’t have what you need to know, ask another.

Adapted from “Killing the Sale” by Todd Duncan

Tags: profitable, prospect, relationships, Value