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How can sales build relationships when there’s not always time for face:face or phone interactions?
While we know that creating a personal relationship with a prospect face-to-face or over the phone is a priority, it's not always possible. What are alternative ways to building relationships through other communication channels?
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2 Answers
Let me refer you to the work done by Alex Ostenwalden in his book on business model generation. In it he describes as one of his 9 building blocks of a business model - customer relations. In this he asks two questions. The first what is your desired goal of your customer relations: acquisition of new customers, retention of currect customers or upselling of current customers. Next he asks what type of relationship does the customer want with your company and he lists 5 or so options from dedicated personal assistance to automated to co-creation. What does your business model call for in your relationships with customers? What is the goal of your organization with respect to relationships? Are your current activities reflective of these? Are your sales teams resourced appropriately to deliver the desired customer relationships? If your business model calls for deep personal relationships with customers in order to deliver value and thereby revenue to your organization bit you don't have time because you have too many customers, then the team is not large enough to actually deliver results as intended by the business model.
We buy from people we know, like and trust. Sales professionals have the opportunity to create trusted relationships with prospects before any call or face-to-face by embracing some of the principles used by our friends and allies - the marketing folks.
We have a wide-reaching platform now with the web. You can start building trust (and familiarity) by creating and sending meaningful and engaging content to your prospects.
If you align relevant topics to the stages of your prospect's buying cycle and design strategies to deliver the content with regularity, you may be pleasantly surprised that prospects start connecting with you when they're ready.
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