So, you have created
a customer, you’ve actually sold something, and you have some money in the bank. Feel free to celebrate and luxuriate in the good feelings that bubble out of you. That’s one of the fringe benefits to selling – it feels great when you succeed.
Before you become too enraptured with yourself, let me remind that you
are not finished. There is a greater goal and a larger and more encompassing strategy into which this transaction fits. If you focus all of your time and energy on creating sales, you will, unfortunately, miss the mark.
It’s Not All About the Sale
In a very fundamental sense, in
face-to-face, one-on-one selling, the ultimate goal is something larger and more significant than the sale itself. It is the creation of a positive business relationship because the relationship supersedes the transaction and makes all future transactions much easier and more profitable. Think of that annuity.
For example, if you have a great experience with the place from which you bought your TV, you are much more likely to go back there again. The next time, you are inclined to buy from them, less likely to price shop, and more likely to be less critical and demanding. You may even tell your friends about that place.
It’s About Relationships
From the seller’s point of view, he has succeeded in creating a relationship with you such that you are favorably inclined to come back, buy again, and refer your friends. The second sale is so much easier than the first because now you are less risk to the buyer. That’s the net result of a positive business relationship.
And the ultimate positive business relationship is something I call a “Partner.” A partner is someone who trusts you, believes you consistently bring value to him, sees you and your company as an integral part of his business, and buys almost everything he can from you.
Your fundamental, long term strategy is to develop and nurture a passel of partners. Your partners then become an asset to your organization, providing years of revenue, in the same way, that a brand or product line is an asset to the company. You can’t note them on your balance sheet, but they are, nevertheless, one of the sources of future wealth for both you and your company.
Suspects to Prospects to Customers
Your fundamental strategy begins with the land of apathy and ignorance, in which your suspects live. They don’t know who you are, and they don’t care. Your job is to reach into the land of apathy and ignorance and identify people who you suspect might one day do business with you.
Then, you learn something about them and eliminate those who aren’t really prospects to focus on those who are prospects. With those who are prospects, you engage with them, make them comfortable with you, find out what they want, show them how what you have gives them what they want, gain an agreement on the next step and BINGO, you have a sale! You have created a customer.