FOCUS ON SALES: Building Relationships & Selling Yourself

When you think of a salesperson, do you think of someone who is “slick,” convincing and “all talk?” If that’s your feeling and you’re in sales, you’re in trouble! The new profile of a salesperson is quite different than it was a few years ago. Today’s salesperson focuses on building relationships by networking and really getting to know his or her customer.

In the past, it was enough to merely know the product, but in today’s sales world, relationships are everything to the successful salesperson. Developing relationships take time. That’s why even though companies know that relationship selling is the most effective, few are patient enough to allow it to happen. And even fewer provide sales people the tools necessary to build long-term relationships.

If you are lucky enough to work for a company that puts its confidence in relationship building as a sales method, then this article is for you. If your company doesn’t encourage relationship building, then this article is also for you. You’ll find easy-to-use techniques and tips to help sell yourself and build your business relationships and ultimately, your sales.

SERVICES VS. PRODUCTS. Selling a tangible product is much easier than selling a service because you can hold the product in your hand, watch it operate, etc. When you sell a service, you must rely on the value that the service brings to the customer.

What value does your service bring to your customers? Can you explain this value without talking about how you perform the service?

It feels right to talk with prospects about your pest control methods, tools, etc. But in reality, all the customer really wants is for you to take care of or prevent pest problems in their home or facility with minimal disruption. Most customers take for granted the fact that you know what you’re doing and how to do it. It is unnecessary to go into detail unless the customer asks.

KNOW WHAT’S IMPORTANT. Your customers are not interested in you! This is sad, but true. They want to know what you can do for them and they want you to know what’s important to them. The best way is to ask questions.

Learn about the hobbies of your customers — then send them information or an occasional article or ad that applies to their hobby. Learn about your customers’ family and pets. Talk less about business and more about personal “stuff” to learn about the customer.

If it’s difficult to remember all the facts you learn about all your different customers, find a way to organize the information so you can review it before you talk with each customer.

SELL YOURSELF FIRST. The first thing you’ll sell to a new customer is yourself. (See “31 Days of Sales Tips” on the previous page for some additional tips on selling yourself.) If the prospect doesn’t buy you, they’ll never buy your service. Adopt personal characteristics that encourage relationship building and ultimately sales.
• Bring value to your customer that your competition doesn’t have. Sometimes you may be providing the same service as your closest competitor, but they may not be talking about the real value of the service. You can do that!
• Respond to the customer. If you’re dealing with an individual who is hurried and busy, take the hint and keep your conversations short and to the point. If a customer calls and you can’t take the call right away, call them back as soon as you can, even if it’s just for a few minutes, say, “I’m involved right now, but will call you this afternoon.”
• Work hard. The founder of Holiday Inn, Kemmons Wilson, says, “Work only half a day. It makes no difference which half — the first 12 hours or the last 12 hours.”
• Be honest. Build your reputation as an honest person. Remember what your mother taught you: “Tell the truth and you won’t have to remember your lies.”
• Be a first-class person. That means looking good and being good!
• Improve your listening skills. If you’re attentively listening to your customer, you’ll easily figure out what’s important to them. Talk as little as possible.
• Ask for the business. Customers want to know that they are important to you. If the relationship is solid, you’ll make the sale!
• Follow up! Tell the customer what you plan to do, then do it.
• Show your sense of humor. Everyone loves to laugh and laughing puts people in the buying mood.
• Jeffrey Gitomer, the author of several sales books, says, “People don’t like to be sold, but they love to buy!” When was the last time you said, “Let’s go be sold a car!” People like to do business with friends.

CONCLUSION. Here’s a final thought for all of you pest management professionals out there: If you make a sale, you’ll make a commission. If you make a friend, you’ll make a fortune!

The author is owner of Compelling Communications, Inc. She can be reached via e-mail at jvanklaveren@pctonline.com or at 800/779-0067.