21 Traits of Great Salespeople: Relationship Building

21 Traits of Great Salespeople: Building Relationships (That Don't Involve Prom or the Hospital)

In this article, I want to focus on the need and importance of building strong relationships in order to be a truly great salesperson. And no, I don't mean the kind of relationships that involve showing up at your prospect's kid's prom or visiting them in the hospital (unless you're starring in the next big rom-com about a salesperson who seals the deal with a kiss - but I wouldn't recommend trying that in real life!).

What does it mean to 'build great relationships' in sales?

It's all about establishing personal connections with people on a deeper, more genuine level. This cannot be some disingenuous means to an end just to get what you want. Your prospects and customers will see right through that a mile away. No, true relationship building has to come from a place of real caring and concern.

For me, that's meant going beyond just understanding my customers' daily responsibilities and struggles. It's about finding common interests, remembering personal details like their kids' names or favorite hobbies, and even inviting them to community events or sending a handwritten thank-you note. The key is to make genuine connections, not just transactions.

And the most important relationships to build aren't even with your prospects and customers - it's with your own teammates. These are the people you need to rely on day-in and day-out to help you succeed. If you haven't made deposits into their "trust banks," you can't expect them to go above and beyond when you need them.

After all, the reason relationship building is so crucial in sales is that people buy from people they like. I don't care how great your product or service is - if the salesperson can't establish that personal bond, the relationship won't last beyond the initial sale. But when you do build those lasting connections, the payoffs are huge. Increased loyalty, referrals, and opportunities to upsell and cross-sell. Not to mention, it's just a heck of a lot more fun and fulfilling.

So how do you actually go about building these great relationships?

Here are some tips I've found effective:

• Start conversations by asking about their weekend plans, latest hobby, or how their big project is going - and actually listen to their response
• Learn what truly motivates them, beyond just making a sale
• Be sympathetic to their challenges, and offer to help in any way you can (even if it doesn't directly benefit your sale today)
• Follow up on things they've shared with you, to show you were listening and genuinely care
• Invite them to non-work events like community fundraisers or sports games

At the end of the day, relationship building isn't just good for business - it's good for your soul. You'll have more fun, possibly make new friends, and watch your sales numbers grow tremendously. So what are you waiting for? Get out there and start building!