I recently attended the Art of Sales conference in Vancouver and listened to several excellent presenters including Jeffrey Gitomer, Dan Pink and Mark Bowden. Gitomer, who has written over 20 books on the topic of sales, was stressing the importance of building client relationships for success in selling. He stated it’s less about sales tactics and techniques and all about building trust.
I strongly believe that success in selling is based on creating strong relationships and connecting with your clients at 3 deep personal and powerful levels. Here’s the link to a previous blog that expands that topic – http://www.kison.com/listen-to-your-head-heart-and-gut/.
Research confirms what most professional sales people have known for years – people evaluate a product or service logically and then make a buying decision emotionally. I’m not suggesting someone will decide to buy one type of apple over another based on their “feelings”; price will likely be a factor. However, the important and most expensive decisions we make, including relationships and marriage, are made primarily on emotions.
Ultimately, it’s about the relationship and not the price. Improve your sales successes by thinking carefully about who do you need to become to attract the right customers rather than what you will do to “close” the sale.
To be known as a sales person who provides value, make the 3 point connection. – Head Heart Gut Slide
If you only connect with people logically, they will focus on price. If you connect with people emotionally, and if they “like” you, they will not only buy from you but they will be loyal.
For any Gitomer fans, here’s the two of us connecting at the conference.