Building and maintaining long-term selling relationships is the key behaviour and skill of the Top 10% of all money earners in sales? If you could take everything we know about communications, put it all in a large pot, boil it and distil it down into its critical essence, it’s about the importance of relationships in successful selling.

1. The Reason for Success

Most of your success in life will depend on your ability to get along well with other people, and on the quality of your relationships. Psychologist Sidney Jourard found that 85 percent of a person’s happiness in life comes from happy interactions with other people. The reverse holds true as well: 85 percent of a person’s unhappiness or problems in life comes from difficulties in getting along with others.

2. Sell to Many People

Anyone can sell to a few people, some of the time.


But only the very best human relations experts can sell to a variety of people, and sell to them repeatedly. The only way that you can make the kind of big money that you desire is by selling more easily, and more often, to the prospects you talk to — then having those prospects open doors to others through testimonials and referrals.

All top salespeople build and maintain high quality business (and personal) relationships with their customers and sell to them repeatedly year after year.

3. Decide Emotionally, Justify Logically

We are all sensitive to the quality of our relationships with other people. We are primarily emotional and we make most of our decisions on the basis of how we feel.

We may carefully consider all the logical and practical reasons why or why not about buying a product or service, but we tend to go with our gut feeling. We listen to our inner voices. We obey our hearts. We buy on the basis of how we feel about the relationship that we have with the other person. Where there is no relationship, there is no sale.

4. Focus on the Key Variable

Everything that you ever learned of value in the profession of selling, about your product or service, or personality, is only helpful to the degree to which it contributes to the building of high-quality relationships with customers.

5. Action Exercises

Here are two things you can do immediately to put these ideas into action.

First, become a relationship expert in sales. Focus first on the relationship, above all, and the sale will take care of itself.

Second, take care of your relationships once you have built them. Never take them for granted.



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