Value Beats Relationships, Easily

As we redefine sales excellence, we have to talk about sales relationships. Relationships get you in the door, but if you aren’t a skilled salesperson, you are probably hurting the profession and undermining our collective credibility. The adage, "people buy from people they like", has relevance, but less than you might think.

When I hear salespeople call themselves “relationship” salespeople, this is usually someone who believes their charm and personality are selling 100,000-dollar deals.? Outstanding salespeople have unique qualities, but they are not magical unicorns.

Today, a salesperson with even a little sales skill will take most customers from the relationship salesperson.? Let’s learn how as we make the case for a more evolved, strategic and value-driven approach.

The Limitations of Relationship-Dependent Sales

Today, with clients having a world of information at their fingertips and being more knowledgeable than ever, sales professionals must offer more than a smile.

Historically, sales relied heavily on personal relationships. In transactional or commodity selling, where price is the only criterion for selection, having a personal relationship was helpful. AI is already here and will conquer the transactional race to the bottom, making your relationships far less impactful than they may have been.?

The future of selling belongs to the order makers: strategic consultants who actively shape customer needs and solutions. They engage in consultative selling, understanding and influencing the client's requirements and providing innovative solutions.

Order makers excel at the big three pillars of sales excellence:

1. deep market knowledge

2. strong business acumen

3. apex-level engagement skills?

Great Salespeople are Strategists, not Tacticians.

Relationships are essential, but you will mostly annoy people if you don’t have the sales chops to leverage them appropriately.

The modern sales professional is not a tactician who just executes orders.? They are creative strategists who use tactical empathy, objectivity, and problem-solving, guiding clients toward practical solutions.

The order maker uncovers and facilitates customer desire, becoming invaluable and transcending personal connections.

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Real-World Example

I worked with a sales team who prided themselves on their long-term relationships, yet their results told a different story.

Despite these relationships, over 50% of their salesforce was below 50% of quota.

One rep had nurtured a client relationship for 22 years, generating millions throughout this relationship. He was supremely confident, even cocky, rolling his eyes at any suggestion that he might want to adapt his approach.?

A new competitor aggressively went after “his” business, and the salesperson in charge of the deal was highly skilled.? In one meeting with the client’s CEO, the competitor unravelled the 22-year relationship and eventually signed a deal based on a win-win with a high-value solution.

This competitor was a stranger to the client. Yet, their skill as a strategist, trained in the art of consultative selling, easily won the deal.

Long-standing relationships become meaningless when a competitor’s strategic acumen and ability to provide real value walk into the room.

?If you want more Sales, become better at Selling.

The shift from relationship-dependent sales to strategic value creation is the easiest and most effective way to sell more, regardless of market dynamics.

It challenges sales professionals to enhance their skills to become more than just acquaintances; they become essential partners in their clients' success stories.

For sales professionals to thrive and our companies to survive, we must do more than ask what’s closing at the end of the quarter. DM me to learn more and have a fun sales conversation.? Let’s adapt together and blow the competition away.