Sales is the primary point of focus of any business, it is hence that it is given the most importance by any business owner. The basic reason behind this is it is the customers that make any business, in other words, a businessman is only as good as his customers. The loyalty of the customers is very essential for every businessman. It is thus, that various types of selling techniques are applied in every business.
Relationship selling, as its name suggests, is more concerned about the selling aspect than the products qualities. The interaction of the seller and the buyer play a key role in this kind of selling, which is why every effort is made to keep the customer satisfied. Experts in the field of sales like Aaron Michael Hartfield, who was formerly a military official working at the position of a heavy equipment operator, thus, consider this kind of selling technique to be the ideal one.
The advantages of Relationship selling are several, which are making this marketing strategy a huge success over the passing years. The basic benefits that can be derived from this selling technique are:
- It forms a great trust foundation between the customer and the retailer. Trust is a very important factor in any relationship, be it formal or informal. Only when you are able to trust someone will you be able to take his product willingly and have a positive response towards it. Trust also kind of ensures the return of your customer to you for the particular product, instead of your competitors in the market.
- The term ‘relationship’ does not just refer to the one with the customer, but with your co-workers as well. In any kind of deal you can never manage without the help of your other associates, and it is only if you maintain good, healthy relationships with them that they will be ready to help you out when your client arrives.
- For putting this technique to use you will need to know the requirements of your customer, it is this access to information that comes of help to you. This is what empowers your deal and helps you strategize your selling plans. Once you know the vital information about your customer, you are one step ahead, because you could plan your deal in a way that would be pleasing to your customer.
- It allows you a second chance. In case anything, ever goes wrong in the deal and it is not finalised, it is the relationship that has a long lasting effect on the mind of the buyer, enabling him to give you a second chance and then take the final decision. In fact, even the new customer relationships are given a boost with this selling technique, as suggested by Aaron Michael Hartfield.
Mr. Aaron had served in the military for six years and was then he was too deployed to Iraq in 2006. He transited from the life of the military to the life of a normal civilian very efficiently and effectively. At present too, he is happy with his life status and urges all those in the sales business to use this magic tool of “relationship selling” to their advantage.