Relationships in sales

“Relationships matter” is one of our core values at Choice so we do not take this lightly when it comes to our day to day work. Leading with relationships is especially important in sales and business development since our clients are making a significant investment in themselves and their businesses. When you think about your largest purchases, you can often identify the salesperson. Not only can you identify them, but you most likely have a relationship with them or know more about them than just their name and title. This is because they led that process with your relationship in mind and you found them trustworthy. 

Sales can easily become a quick transaction and numbers game, especially when you are trying to hit metrics and goals. In order for you to hit your goals, you need customers to buy. But people don’t buy products or services, they buy the people behind them – the human connection. No matter how disconnected and virtual our world can become, it is human nature to gravitate towards those we feel most comfortable. It is crucial that you establish shared values and priorities, serve as an educator and team member and show genuine care for their business goals and results. 

Beyond your customers, industry relationships are just as important and should not be overlooked. This is where you establish referrals and partnerships, increasing the amount of incoming leads. Whether it is your direct competitor or a different industry, do not overlook these relationships. They are  a two-way street and should be mutually beneficial. At Choice, we host an annual Summit event and here we want to embody that we are “Allies, Not Competitors.” This is the mindset that you want to have when working with industry colleagues. Fostering these partnerships will help establish you as an industry leader and expert. 

Our days are full of promotional efforts that push us to buy something. The difference between whether we purchase or not is our level of trust with the source. Trust is the foundation to a strong partnership and sales process. Your customer has to trust you before anything else.