Outside sales can be challenging, especially when you have to cover a large territory and manage multiple accounts. How can you build customer relationships in outside sales when you're geographically dispersed? Here are some tips to help you connect, communicate, and cultivate trust with your customers.
The first step to building customer relationships is to know your customers. This means understanding their needs, goals, challenges, preferences, and personalities. You can use various sources of information, such as CRM data, social media, industry reports, and referrals, to learn more about your customers. You should also ask open-ended questions, listen actively, and take notes during your interactions with them.
Know your market. Set time daily or weekly to learn about current market trends and important upcoming events. You can do this by researching the web, reading articles, or listening to podcasts. Clients want to work with someone who's an expert in their field, who can be a trusted resource, someone who understands their pain points and offers solutions. What makes you different from any other vendor out there? What value can you add?
?Listening to customers problems without interaction. ?Solve their queris on time. ? In case issue not solved follow up and give them feedbacks. ? Learn to appreciate them.
One thing I have found helpful over the years is understanding the physical aspects that each area in the United States brings as challenges to Facilities Maintenance. Not every solution is the correct one based on the climate or the the environmental makeup of the clients physical location.
There are many great ways to build customer relationships, but in my experience, nothing will ever be as effective as genuine concern for your client's needs, and not just your own. The great part about this philosophy is you can demonstrate your care for them without needing to necessarily travel to where they are geographically. Simple things that anyone can do like: -Responding to their emails promptly -Anticipating questions or challenges they might have, and providing solutions -Reassuring them that it's perfectly fine for either party to say no at any time -Providing relevant free information and resources that show you are thinking about them and their business These are just a few ways that I have noticed clients respond well to.
I agree with these comments. However, I will add I don’t believe in open ended questions, you should be direct to find out exactly what the client needs.
The second step to building customer relationships is to plan your visits. You can't just show up at your customers' doors without a clear purpose and agenda. You need to schedule your visits in advance, confirm the date and time, and prepare your presentation and materials. You should also set specific objectives for each visit, such as introducing a new product, resolving an issue, or asking for a referral.
Make sure you are not meeting to just meet, don’t just present material, work on offering solutions without selling a service or product.
I would say plan effectively. Grab time at tradeshows to get facetime or make sure you are planning to meet many customers and prospects in the area and have an agenda that you have shared with them ahead of time. Bring swag or merch if you can
Emails and phone calls can only get you so far. In-person meetings are the best way to build relationships. You can easily read their body language when discussing important topics. I prefer to negotiate deals face-to-face because of this. Be prepared to answer questions and have questions for them as well.
Communication is the key to effectively covering a geographical vast territory. Face time is important and in certain situations critical. But under normal circumstances consistent frequent communication of any type is the key. Any communication that requires accuracy should be done via email. Proposal changes, pricing details, specs, delivery….any fine detail should be sent in writing via email. But, do not rely on email to develop rapport or trust. These attributes are earned during numerous visits, regular phone conversations, and other meetings. One “other meeting”that worked for me was a semi-annual meeting in a relaxing casual venue. The key is a neutral place that gets the client away from the office for a day. It works.
I agree, but my insight is keep meetings simple, not complicated. People deal with kids, finances, life, be their safe place as a trusted partner.
The third step to building customer relationships is to follow up and follow through. You can't just disappear after your visit and expect your customers to remember you. You need to send a thank-you email, summarize the key points, and confirm the next steps. You should also deliver on your promises, such as sending a quote, providing a sample, or making a referral. You should also check in regularly, provide updates, and ask for feedback.
Schedule weekly or bi-weekly meetings with the client to reconnect on the project. It's a good way to stay on top of what needs to be done, what's been completed, what's upcoming, and to ensure all parties are on the same page. Set reminders on your calendar to periodically check in with clients.
Follow up, not just for follow up sake. Make it worth your time and your prospects or clients. Business case or something relevant to previous conversations or their role etc...
Schedule follow-ups like they are doctor's appointments. You can't change them because they are that important. Make them re-occuring. When I show up, I always leave something behind so the customer will remember me: Sales Call Notes for the customer, business cards (of course), sales flyers, a pitch card, and always a timeline. Nothing is ever accomplished without a deadline, so let the customer know when you need an answer and when you will follow-up. Get agreement! Make sure they are a part of this planning process so they do not resist when the follow-up happens: "When is the best day to follow-up, Tuesday or Wednesday?" "I plan on following up in a week, that's enough time for you isn't it?"
Sun down rule: answer all emails and requests before calling it a day. Do what you say you’re going to do to build trust, as fast as humanly possible.
People buy from who they like and trust...you build trust by doing what you said you were going to do. Every time you don't deliver, a small part of the relationship erodes, and it compounds. Just like your personal relationships. Control the things you can, put the customer first, and you should come out on top.
The fourth step to building customer relationships is to leverage technology. You can't rely on face-to-face meetings alone to maintain your customer relationships. You need to use various tools and platforms, such as email, phone, video, chat, and social media, to communicate with your customers. You should also use technology to share valuable content, such as articles, podcasts, webinars, and case studies, that can educate, inform, or entertain your customers.
Two invaluable platforms that significantly boosted my business include AskNicely, automating the survey process, and Timetoreply, tracking response times across my client success and sales teams.
With new advancements in tools like AI working smarter can be more prevalent than ever. Understanding what activities can/should be automated while which need deeper thought is so important. Often times people look for the quick wins trying to automate complex tasks... This is a big miss - look for mindless tasks that take you away from critical thinking. These are the tasks you should be leveraging technology to speed up. From here you can have more dedicated time to show up in different channels.
Empower, educate, or entertain; it's about offering genuine value. Remember, it's not the tool, but how you wield it that shapes relationships. Balance tech use with a human touch—it’s the heart of genuine connections. Embrace innovation to forge enduring connections; technology can be the bridge that spans relationships.
Find your customers niche communication tool. If they text, text with them. If they’re heavily e-mail centric, correspond via email. Use the tools you have to cater to the customers preferred method.
I am huge fan of omni-channel outreach. Face to face Video Email Phone swag or goodies with a note. All these will make an impression with your customer or prospect if done well.
The fifth step to building customer relationships is to personalize your approach. You can't treat all your customers the same way and expect them to feel valued and appreciated. You need to customize your communication, presentation, and offer to suit each customer's needs, goals, preferences, and personality. You should also use personal touches, such as addressing them by name, remembering their birthdays, or sending them a handwritten note, to show your care and attention.
You are not a sales robot, be human. For example - If your client spoke about their kids, ask them how their kids are doing the next time you chat. If they talk about going to Hawaii soon, give them some restaurant recommendations. When they come back, ask them about their trip.
Licensed Health and Life Property and Casualty Sales Producer and Medicare specialist
Always be respectful of there time and space ask for permission to engage in conversation. Be courteous when approaching there property and comfort zone.
One of the biggest things you can do is simply LISTEN! Pay attention to what they are saying and don't use canned outreach copy. Sure, use AI if you want for ideation etc...but make sure you personalize it.
Develop a comprehensive portfolio or catalog showcasing your achievements, complete with corresponding receipts from satisfied clients. This compilation serves as a tangible presentation of tangible and commercially viable results, providing a compelling showcase of your capabilities and successes.
You can’t put everyone in the same category. No two people are hardly ever the same. This is why communication is key. Find out what they care about and care about it with them. If their team wins a big game, shoot them a text and talk about it. If their family has an illness, check on them without bringing up the business side of things. This is where you can shine.
The sixth step to building customer relationships is to ask for referrals and testimonials. You can't grow your customer base and reputation without the help of your existing customers. You need to ask your satisfied customers to refer you to their network, such as colleagues, friends, or family, who might benefit from your products or services. You should also ask your loyal customers to provide you with testimonials, such as reviews, ratings, or quotes, that you can use to showcase your value and credibility.
I think this stage comes when negotiating or of course after close. A good way is if the prospect is asking for a price concession for example, you can say "Prospect, happy to go to my team with this request...If I know how my boss works they are going to ask me for something. Would you be willing to give a referral or a testimonial for our website, assuming we get this discount done?"
These are excellent points. Active listening is paramount in sales; take the time to truly understand before responding. Prioritize thoughtfulness in your communication, and refrain from distractions like checking your phone during meetings to maintain professionalism and show respect for the discussion at hand.
Create catalog of Results. Create a portfolio or catalog of all the achievements with their respective receipts from your clients in order to present viable and commercial results.
In my experience, this is often one of the most overlooked stages in the sales process. Too often we regret to ask for referrals simply because we don’t want to be annoying, needy, or we think it’s desperate, I think it’s very important to look from the perspective of the client whom you just delivered such great service. We all communicate differently, but for many sending referrals is something they enjoy and is a means of furthering their relationship with the person they’re referring you to. Additionally, there is actually a huge misconception among our clients that once we become successful in our role that we no longer need or have time for referrals. How many times do you hear “You must be so busy”
Myself I try to make sure I turn my customers into more than just customers I want them to be my friends and they're having an issue of something outside of work if they need someone to just talk to relieve some stress you want to try to be a good enough friend besides just a product provider to them that you actually care about what's going on it doesn't always have to be about work
All very good points, Listening is 100% the best sales role, think before you speak. Also, never look at your phone during a meeting.
One thing I have found helpful and beneficial is to always check up on clients at a different time of day and different times of week. Expecting a phone call is always the worst feeling instead of just the “random” phone call.
Taking care of your personal mental health is key. The difference between good and great producers is often the people who can self regulate and manage stress effectively. In a social based job, the more confident you feel, the more effective your interactions become.
Building customer relationships in Outside Sales when geographically dispersed can be challenging, but effective communication through virtual means, personalized interactions, and regular follow-ups can play a crucial role in fostering connection and trust with clients.
How you gain a customer is how you will lose a customer. Listen to what they have to say. For example, if a customer is ordering parts, and they’re tired of waiting a week for them to show up, try to beat your competitors time. Just know as soon as you fall short in the aspect you won the customer over with, they will start looking elsewhere. Your satisfying what’s important to them, and that’s why their choosing you. Find similar hobbies and interests. Sometimes when you share a common interest they open up more. And once this happens it helps to build trust. Don’t be a pushy salesman. Instead identify them on a more personal level, let them know what you have to offer, pitch what you can do better then the competitors and let them choose.