How to Build a Sales Relationship

There’s a natural progression that has to occur between you and your future clients. At the time of the first point of connection you were complete strangers. They didn’t know you, they didn’t know anything about you, and they didn’t have any reason to want to know anything about you.

You gave them a reason to want to know something about you by getting their attention and interest and getting them to act. At that point they took an action that led to their first contact with you. You were still complete strangers at this point.

After they took that first action they knew something about you. You were in control of their perception of you. That initial perception is very important because once someone perceives you a certain way it’s very difficult to change that perception.

If this stranger perceived that first connection as valuable you have an opportunity to advance the relationship. At this point they still don’t know a lot about you, yet they know something about you and what you have to offer. There are two opportunities at this crossroads in your relationship.

First, you have the opportunity to make another connection and build on what they know about you so they can know more about you. Just like when you start a new friendship with anyone, if the relationship is going to grow and develop someone is going to have to take a next step. It’s your responsibility to make sure this next step happens.

It should follow automatically as a result of the first action. It should build on and add value to that first action. This next action presents another opportunity.

Some of the strangers who reached out to you want immediate help. They want to know if you’re the person who can help them. These folks want an opportunity to have an experience with you.

Building a relationship is serious business. You don’t want to mess things up. You don’t want to drop the ball and lose track of the people who reached out to you. That means you should have a plan for how and when you’ll connect with every person who reaches out to you.

Base that plan on what they want and what they need. Help them go through the process of discovering who you are, discovering a little about you, having an experience with you, and speaking with you when they’re ready to see if you can help.


How to Build a Sales Relationship - To learn more about this author, visit Cheryl A. Clausen's Website.

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