How can sales professionals build relationships with potential clients without relying on commissions?

2 Provide value and education

The second step to building relationships with potential clients is to provide value and education. This means sharing relevant and useful information, insights, and resources that can help them solve their problems, improve their situation, or achieve their goals. You can do this by sending them articles, videos, podcasts, case studies, white papers, or webinars that address their specific needs and interests. You can also invite them to events, workshops, or demos that showcase your expertise and solutions.

3 Build trust and rapport

The third step to building relationships with potential clients is to build trust and rapport. This means establishing credibility, reliability, and likability with your prospects. You can do this by demonstrating your knowledge, experience, and results, and by delivering on your promises and expectations. You can also show your personality, humor, and enthusiasm, and by finding common ground and personal connections with your prospects. You can also use testimonials, reviews, or referrals from satisfied customers or partners to reinforce your reputation and value.

4 Follow up and stay in touch

The fourth step to building relationships with potential clients is to follow up and stay in touch. This means maintaining regular and consistent communication with your prospects, and providing them with updates, feedback, and support. You can do this by sending them emails, calls, texts, or messages that remind them of your value proposition, address their objections or concerns, and move them closer to a decision. You can also use social media, newsletters, or blogs to share relevant content, stories, or news that keep you top of mind.

5 Leverage your network and referrals

The fifth step to building relationships with potential clients is to leverage your network and referrals. This means expanding your reach and influence by tapping into your existing contacts, customers, or partners who can introduce you to new prospects or opportunities. You can do this by asking for introductions, recommendations, or endorsements from people who know and trust you, and who can vouch for your value and credibility. You can also join or create online or offline communities, groups, or events that attract your ideal clients or partners.

6 Focus on long-term value

The sixth and final step to building relationships with potential clients is to focus on long-term value. This means looking beyond the immediate transaction and considering the lifetime value and potential of your prospects. You can do this by creating and delivering solutions that meet their current and future needs, and by providing them with ongoing service, support, and education. You can also seek feedback, suggestions, or testimonials from your clients, and by rewarding them with incentives, discounts, or bonuses for their loyalty or referrals.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?