How to Leverage Relationship Selling through Education Based Marketing
Relationship selling is all about establishing and developing mutually beneficial relationships. To achieve this goal requires that you as a professional sales person freely provide value without thinking of immediate reward or compensation. In other words, making the goal of a sale or to increase sales is at the bottom of your list while helping your potential qualified customer is at the top of your list. The question to be answered is How do I do this differently because my competitors are also engaged in relationship selling?
The 30,000 ft. answer is Education Based Marketing (EBM). When you engage in education based marketing you are differentiating yourself because you are a unique individual with unique experiences. Only you know what you know and that knowledge can help your potential qualified customer (a.k.a. prospect).
Of course, you may be thinking that you already educate your customers and your probably do. However, your conscious and subconscious thoughts are all about making the sale first. Education is part of your efforts to make the sale.
When you engage in education based marketing, the sale is not at the top of your conscious or subconscious thoughts, but rather how can you help this person. To do this, means you must really know the value of what you do as well as the needs being faced by your customer.
Also when you practice this approach to sales, you may have to violate one of the cardinal rules in sales and that is do not give anything away for free. Given that the 21st century through the Internet is full of information and knowledge, you may have to provide even greater value through your sharing of knowledge. This is why when you are utilizing this approach you must have clearly identified your target market, understand their known and even unknown needs and look to how you can help them.
Now imagine for a moment that you are engaged in relationship selling. You offer something for free and then given something else free of even greater value. Provided you have positioned the giveaway in the right context your potential qualified customer can experience first hand the value that you bring to the table.
TAKE ACTION SALES COACHING TIP: The best way to engage in relationship selling is to provide greater value than anyone else in the marketplace. Take some time, research this approach and then put together a plan of action so that you can truly be that Red Jacket in the Sea of Gray Suits.