Get to the core of building your sales relationships.

Selling is about more than low prices and good jokes.


Question: What do you think is the No. 1 reason your best customers buy from you? Your prices? If you've listened to any good sales and marketing expert, you know selling on price alone is an unsustainable business model. Value is more important than price. Your personality? You...


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2. Don't know? Say so.
One of the worst things you can do if someone asks a question is to fake an answer. Prospects can tell. It's much better to be honest, and tell them you don't know — but you'll find out. Then make a note and get back to them or pick up the phone and get an immediate answer. No one expects you to know every answer. But they're paying you a premium because they expect you to know how to get the answer quickly. Don't bluff to try to look like an expert. Do your homework and be an expert.

3. Deliver what you promise.
If you promise to answer a pre-sale question for a prospect, get back to them right away. Most people expect pre-sale service to match or exceed post-sale service. If you don't appear responsive before the sale, they'll worry you're not going to be responsive to their needs after the sale. People trust dependable people, so be dependable.

4. Care about your prospect.
Prospects can sense if you really care or if you just want the sale. Prospects trust salespeople who are sincere and interested in them. My muffler guy wasn't sincere. He didn't really feel responsible. He just wanted my money. To show you care, spend time getting to know your prospect. Ask questions. Get to know their need.

You are not selling tools, you're solving problems. A little time spent understanding their needs can go a long way towards getting them to spend more with you.

Working hard to build trust with prospects and customers can help you win more of their business. Every meeting with them is a chance to build a deeper level of trust. Remember every customer was a prospect at one time. And your best customers probably took a long time to win over. It's worth the wait.

Phil Sasso is the president of Sasso Marketing Inc., an aftermarket advertising and public relations firm. Phil is also a speaker and a consultant — and has a face any mother would trust. Subscribe to his free marketing tip email at: philsasso.com/blog.

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