Here are four steps sales pros can take to maintain strong relationships with their existing buyers and avoid losing them to aggressive competitors:

Differentiate yourself from competitors. Right now, a lot of buyers are being asked to justify every purchase. As a result, conveying value has never been more crucial. With so many products and services being marketed as commodities, salespeople who can differentiate themselves based on how their offer helps buyers maintain an edge over competitors are in a much better position to win (and keep) more customers. Focus on where the buyer’s business is going, rather than where it’s been. Forging a partnership with buyers with a message that you’ll help keep their costs low and revenue high — especially now — is a great way to become an indispensable part of their team.

Sell the relationship. While it’s true that buyers are a lot more price-conscious these days, some salespeople have been able to parlay that into a way to generate more business. If all signs point to prices rising, salespeople can explain that buying (or renewing a contract) now — at the existing price — may save customers a great deal of money down the line. It’s an approach that builds additional trust with buyers, while boosting sales and creating a sense of urgency.

Relinquish some control. Another way successful salespeople maintain strong ties with cost-conscious buyers: by letting buyers dictate how they’d like the buying process to work. By giving buyers more control, salespeople gain additional insight into what prospects’ priorities are, while building rapport and providing exactly what buyers need. Relinquishing a certain amount of control allows salespeople to work smart without having to work nearly as hard, and it makes buyers more confident about their decisions.

Maintain a regular cycle of contact. With so much focus put on closing new business these days, maintaining regular contact with existing buyers isn’t always easy, but it gives salespeople an opportunity to: nip any issues in the bud before they become major problems, edge out any competitors who are trying to woo buyers away, and keep their finger on the pulse of how changes in the marketplace are effecting each buyer’s business. Whether it’s a phone call or an e-mail, maintaining contact on a regular basis keeps you in touch with buyers’ needs, and it sends a clear message that you’re interested in helping them succeed, instead of just closing sales.

Based in part on “Results Through Relationships“ by Joe Takash. For more info, visit www.victoryconsulting.com.

Tags: e-mail, loyalty, marketplace, partnership, relationships, Trust, Value