Searching Beyond Customer-Salesperson Relationships

The following article is an excerpt from my latest book, The Ultimate Sales Pro, which is published by HarperCollins Leadership to be released in August 2018.

Do what ultimate sales pros do

Good salespeople don’t just think about how they’re going to get a buyer to sign on the bottom line. They know that long-term success comes from investing in mutually beneficial relationships with buyers throughout their career.

Ultimate Sales Professionals take it a step further. They know that their success also depends on relationships outside the salesperson-customer interaction.

Where to look?

Think about relationships with:

  1. Your customers’ organizations
    Where do I fit into the organization’s processes, plans, and future?
  2. Leaders in your industry
    Who can connect me with the movers and shakers in the market?
  3. Your own bosses and coaches
    How can they help me grow?
  4. Your colleagues
    How can I leverage their knowledge and experience to do a better job for my customers?
  5. Your own organization
    How can I mobilize its collective knowledge and resources to increase my value?

Take this action step

Think about one good customer relationship you have right now. How are you leveraging this person to introduce you to others in his or her organization?   Are they willing to put you in front of the right people to demonstrate your value? Perhaps you’re waiting for the right moment or letting them take the first step. Maybe you’re feeling a little anxious or hesitant to ask for an introduction. If that’s the case, it could mean your relationship isn’t as strong as you think it is. But you’ll never know unless you test the relationship.

So speak up. Ask your contact to assist you in meeting others. Their response will be insightful on whether the relationship you have now is a good one to open new doors of opportunity. In order to create more value for your customers, cultivate more relationships.

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Paul Cherry

For over two decades, sales expert and author PAUL CHERRY has helped B2B sales professionals close more deals in all major industries. As a recognized thought leader in customer engagement strategies, Paul Cherry has been featured in more than 250 publications, including Investor’s Business Daily, Selling Power, Inc., Sales & Marketing Management, The Kiplinger Letter, and Salesforce.

Performance Based Results

Paul Cherry is the president of Performance Based Results. PBR delivers intense, customized sales team training programs and sales management coaching to companies throughout North America. Paul has worked with more than 1,200 organizations, including 175 of the Fortune 500, plus more than a thousand entrepreneurial, small to mid-sized, cutting-edge businesses looking to dominate their niche markets. Clients typically get 7 times their return-on-investment (ROI) or better.

Questions That Sell

Paul Cherry’s top-rated bestseller, Questions That Sell: The Powerful Process for Discovering What Your Customer Really Wants (AMACOM) has been listed on BookAuthority’s “100 Best Sales Books of All Time” and has been published in four languages. He is also the author of Questions That Get Results (Wiley) and The Ultimate Sales Pro (HarperCollins Leadership).