How you define your business can significantly and revocably impact your relevance or survival. Blockbuster was in the video rental business, whereas Netflix is in the content delivery business. There are countless similar examples, but whatever business you’re in, you’re in the relationship business.
Years ago, I received good advice: “All else being equal, people buy from friends…All else not being equal, people still buy from friends. Go make friends.”
Sales can be transactional. You don’t have to have a relationship to make a sale, but you do if you want to earn their business. A relationship can be between individuals, between two organizations, or between an individual and an organization (but remember that organizations are still comprised of individuals).
Mom always said that you must be a friend to have a friend (she also said not to play ball in the house, but that’s for another blog). What are the attributes of a good friend? Friends are caring, empathic, trustworthy, dependable, and they are good listeners.
As a salesperson or marketer, you must remember that if someone is taking the time to talk to you, they have a perceived problem. They are just trying to determine if you’re the person who can solve their problem. The only way to demonstrate (show don’t tell) that you are their person is to ask probing questions and listen. It is NOT to sell your product. It’s never about you or your product. It’s about them and their problems. When you stop selling products and start solving problems, you’ll sell more products.
You don’t have to know everything. You must be willing and able to provide answers. Don’t be afraid to say, “I don’t know” if you immediately follow up with “but I’ll find out for you.” Trust is everything. Don’t pretend to know something you don’t. If you promise to do something, do it. If there’s an issue delivering on a commitment, own it as soon as possible, be transparent, and offer a solution. Worst case scenario is that you lose a sale, but typically you keep a friend and therefore their business.
For an organization, its brand is paramount. Regardless of your brand archetype, position, promise, or story, you must demonstrate the characteristics of a good friend. Basically, that means everything the company says and does must be authentic. All interactions with customers, employees, vendors, partners, and communities must align with and support your brand. Anything perceived as opportunistic or out of character will instantly undermine trust and credibility and damage the relationships among its stakeholders.
The key to effective selling and brand building is simple, but it’s not easy. Earning trust takes a lifetime. Destroying trust takes a moment. Friendship is stronger than any single transaction. Make friends. Be a friend. Happy selling.
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