I recently read a book called “Action Selling” by Duane Sparks.  I would highly recommend this book to anyone who wants to improve their sales success.  I took away many great concepts from the book but, one really stuck in my mind.  The size of your relationship impacts your ability to sell.

“Action Selling teaches that if you are after a $50,000 commitment, you’d better have created a $50,000 relationship with the customer.  Action Selling also says that whenever the size of the commitment you want from the buyer becomes greater than the size of the relationship you’ve developed, that’s the point you begin to see resistance from the customer”. 

Sparks explains why this relationship is so important.  Customers make buying decisions in a natural sequence.  The first buying decision is the salesperson.  Does the customer like you, trust you, and find you credible.  The second buying decision is the company; is the company a good match for them.  The third decision involves the product or service.  Will it solve their problems and does it match their needs?

The fourth decision is price.  The buyer considers the value it will bring and is it worth the investment?  The final decision- is it time to buy?  When does the customer need the results the product or service will deliver?

The number one buying decision is the sales person.  You are the most important element in the sale.  What are you doing to create, grow and maintain strong relationships with your customers?  How do you create value for them outside of the sales process?  The following are some suggestions for growing a $50,000 relationship and beyond.

• Ask open ended questions and be a good listener
• Focus on the needs of the customer
• Have a goal for each call or meeting
• Offer valuable knowledge and resources on an ongoing basis

You can learn more about Action Selling at www.thesalesboard.com.  Remember, “You can’t sell the product before you sell yourself”.