In the not too distant passed, sales were based on transaction selling which mainly concentrated about the single sale and short-term solutions. Although this approach is not ineffective, the more efficient approach is to build relationships.
A relationship building sales approach is about building trust with your potential customer. By having your customer’s trust, means that the customer has the belief, confidence and full expectation that you and your company have integrity and will deliver on your promise.
There is an adage that says “It’s not what you know, it is who you know”. The modern trend has changed this to “It’s not what you know or who you know but who knows you”.
This simply means that you need to create a presence, awareness, and recognition in the minds of your customers that makes them think of you and your company first, foremost, and most receptively when it comes time for them to make a purchase decision about your product or service.
By using the relationship sales approach, companies experience substantial year on year growth in revenues and lower expenses. This is because it is cheaper to keep existing customers than it is to establish new customers with every sale.
When you build trust, you’re in a better position to sell value. If you seek to be liked, you’re only going to be able to sell price.