In a recent LinkedIn article, Dinah Olanoff, Executive Director of Senior Living Residences, noted that sales people must build relationships if they are to achieve long-term success.
“Being successful in sales is about being successful in building relationships,” she said. “… adjusting, supporting, encouraging, and assisting customers with a decision making process.”
We couldn’t agree more!
If you also agree, then a good “rule-of-thumb” to follow when engaged in selling is:
- Sell yourself
- Sell your organization
- Then sell products/services/solutions
If we approach the selling process in this fashion — in this sequence — then it is more likely that customers and prospects will feel more comfortable sharing important information with us (based on trust and mutual respect); then, because we are able to better-understand our buyers’ situations, needs, priorities, and goals, we should be able to present a more compelling value proposition.
Finally, based once again on the above-mentioned trust and respect, and because we will have established greater levels of “personal value,” our value proposition will be better-received and accepted. As a result, we should enjoy accelerated selling cycles and more appropriate margins.