Even relationships are not enough

Even relationships are not enough

Communication, good communication is a pretty basic part of managing a sales relationship. There are plenty of sales training packages that offer the promise of huge improvement in communication skills. However, being a comfortable in your communication skills is still only part of the overall deal and is not the only feature that influences the buying decision.

When it comes to B2B sales it is ultimately the seller’s ACTIONS that trigger the decision to make the deal or to spend the money with someone else. So it’s down to the BEHAVIOURS of the guy on this side of the table to positively influence the buyer’s decision. Doing the right things creates a sense of congruence and trust that gives the buyer a feeling of reassurance that he or she can look forward to good levels of service after the sale.

Many sales professionals still believe that treating prospects to lunch, dinner, golf etc is equivalent to relationship selling. When we talk about relationship selling we are concerned with BUSINESS relationships not whether you happen (or pretend) to like the same soccer teams. In B2B it is something far beyond the personal relationship that influences purchasing decisions.


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