How to Create Win-Win Relationships in Sales
Scott Stiver
Helping Sales Organizations, Sales Leaders, and Sales Professionals Grow, Develop, Overcome, Succeed.
The most successful and rewarding sales relationships are built on trust, mutual respect, and shared benefit.
It’s about moving beyond a simple dependency (where the customer holds all the power) to a true partnership where both sides thrive.
In Carew’s sales training, we talk about two key relationship types:
#1 – Dependency – Subordinate
Think…
In these types of relationships, one person holds most of the power and influence over the other.
Often, in the early stage of a customer/seller relationship, it is easy to assume incorrectly that your customer has all the power and influence. This can lead to frustration and a lack of value creation for the salesperson.
#2 – Interdependency – Equality
Think…
In these types of relationships, both parties have equal influence and contribute to the relationship’s success, leading to the most effective and productive relationships.
In a customer/seller relationship, this fosters trust, credibility, rapport, and collaboration, building respect and long-term value with your customers.
As a sales professional, it’s your job to guide the relationship towards interdependency.
Here’s How:
Be a Leader, Not a Follower: Take the initiative, offer insights, and guide the conversation.
Build Trust Through Actions: Be reliable, honest, and consistently deliver value.
Active Listening is Key: Understand their needs, not just your pitch.
Personalize Your Approach: Tailor your communication and solutions to their unique situation.
Go Above and Beyond: Surprise them with proactive support and exceed expectations.
Leverage Social Selling: Share relevant content and build your online presence as a thought leader.
When you invest in building interdependent relationships, you’ll see:
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Bonus: 3 Tips to Making a True Connection
#1 – Share Relevant Information
Don’t limit yourself to product pitches!
Offer your customers and prospects information that speaks to their specific interests and industry.
This could include:
Even if the information isn’t directly related to your products or services, it demonstrates your knowledge and willingness to go the extra mile. Remember, be a strategic resource – explain why the information is important and how it could impact their organization.
#2 – Be a Lifelong Learner
The best sales professionals are genuinely curious about their customers and their industries. Cultivate a hunger for knowledge that goes beyond the bare minimum.
The deeper your understanding, the more insightful your conversations will be. This makes you more interesting and positions you as a credible source of information that can help them achieve their objectives.
#3 – Listen
It might seem counterintuitive, but the most effective sales professionals are those who listen more than they talk.
Think about it – The strongest relationships in your life are built on two-way conversations, not monologues.
In the initial stages of a customer relationship, it’s your job to invest more. Be genuinely curious about their world, their competitors, goals, concerns, and even their personal interests. Avoid the temptation to “listen for advantage” – that’s a surefire way to lose trust.
The Key Takeaway?
Developing interdependent relationships requires confidence in your expertise and a genuine desire to help your customers succeed. Remember, it’s a process. Start by focusing on building trust, offering value, listening, and prioritizing the customer’s needs. The long-term rewards are well worth the effort.
The original article?appeared here on Carew's website.
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About the Author: As the Chief Sales Officer at Carew International, I'm committed to the exceptional delivery of sales training and leadership development you need to exceed your company’s growth and profitability goals and to help each participant attain their professional performance potential. Carew provides:
When I'm not helping clients boost sales performance, I cherish spending time with my children, running, cycling, traveling to new places, and reading about - no kidding - sales and leadership development.