How Relationship Selling Builds Stronger Customer Relationships

By John Aberle | Relationship Selling

Jan 27

Tim Piper has over ten years in his own small business, where he is the one responsible for running sales and marketing. Example Manufacturing makes specialty plastics for heavy equipment manufacturers. Recently Tim put the pressure on himself to increase his sales 30% in a flat economy. As a result, he attended a sales training seminar with follow up weekly coaching calls. The emphasis is on relationship selling and marketing.

Tim never fully bought into the courses twenty years ago on all of the slick lines for handling objections and for manipulating prospects with negative emotions like guilt and fear. Not finding what he wanted, he focused on developing friendships, asking questions then providing custom quotes. He gained a lot of loyal customers this way.

While he naturally built relationships, he felt something was missing in his skills. Now, with a tough goal like a 30% increase in sales, all of his sales and marketing efforts must kick it up a notch. At this time, he wants to move from unconsciously using relationship selling to mastering the skills and applying them consistently.

There are four levels of knowledge:

  1. The unconscious salesperson who doesn’t know what he doesn’t know
  2. The conscious beginner who starts to know what he doesn’t know
  3. The conscious – and skilled user of this knowledge
  4. The unconscious expert who uses this knowledge without thinking about it.

Salespeople too often Rush into Telling Prospects about Their Products

Although Tim is more accomplished than a beginner just because he has good people skills, he’s become aware that he is just now learning about relationship sales and marketing as something to study and master. For instance, following the traditional sales approach he learned years ago to use, he tends to rush into telling about his products and services too soon. He relied upon fancy presentations to impress.

Until You Listen, They Won’t

Now instead, Tim is beginning to realize that talking about how good he is or what he can do for them before really listening and understanding them is a waste of time. They are not ready to listen to you and don’t care about what you can provide yet. Tim knows now that he needs to ask about what they want to accomplish, why they want to do this, and how important it is to them.

He applied this approach today with a great deal of success. He’s still consciously thinking about the steps. But by listening first, he found out what his prospect really wants. A follow up question to a comment that his prospect made uncovered how much more his prospect already knows about Tim’s manufacturing process than he expected. This enabled them to connect more strongly. In addition, he had fun relating with his soon-to-be customer.

Having felt the truth of the statement that relationship selling builds stronger customer relationships, Tim is eager to continue his studies to improve his skills until he becomes the unconscious expert. After all, a 30% sales increase will take a lot of fine tuning.

Are you ready to have more fun while making more profitable sales for your small business? Get your copy of the ecourse, 9 Steps to Finding Prospects Who Want What You Provide now plus regular articles on all aspects of creating strong relationships to increase your profits.

Building your profits through strong relationships,


John R. Aberle

Would you like to attract people to your business?

Would you like to find it easier and more fun to make sales?

Would you like stronger relationships with customers?

Don’t wait any longer to get “9 Steps to Finding Prospects Who Want What You Provide.


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About the Author

My first Kindle eBook, How Relationship Selling Rewards Small Businesses, went live on April 24, 2012. I've lived a lifetime of service and spiritual search so it's natural for me to incorporate these attitudes into my work. I believe that selling and marketing are spiritual service when done with a heart-centered, relationship selling approach. All of business success comes down to building strong relationships.