You are involved in some aspect of selling every day. Selling plays a key role in your personal and professional success. Your relationships can provide you with an exchange of ideas, perspectives, information, and referrals. Relationship selling is a lifelong process, not just a one-time event.

Six Principles

As you move into relationship selling, you may need to re-evaluate your sales approach by reviewing six relationship-building principles.

1. Know thyself. When someone asks, “Tell me about yourself,” they want to know more about you, the person, to determine whether they can trust you and form a relationship. To answer this question, you must explore your personal goals, values, and principles. You must know how you can interface with others in a mutually beneficial way. Take time to connect with your inner self to establish a clear purpose for what you do.

Being clear, concise, and confident about who you are, your needs, and your mission will create a positive first impression.

2. Proactively seek new contacts. Develop a plan of action. Identify who you want to meet in person, where, and how you will follow up. A selling point made to the eye is 68 percent more effective than one made to the ear. Start with people you know, like, and trust. Networking is contacting people your contacts know. If you’re in a new area, join a group. Meet the members and ask them to introduce you to others. Vary your activities. Grow your list of contacts each month.

3. Nurture relationships. Relationships require nurturing. You need to make at least five contacts with people before they will consider your product or service. About 80 percent of all sales are closed after the fifth connection. Your product or service loses 10 percent of its value in the mind of the customer each month that you fail to follow up. Relationships grow in direct proportion to your sharing yourself and listening to others as they share. Do I genuinely want to understand and support the needs of others? Am I sending thank-you notes to everyone who has assisted me? A nurturing attitude is the cornerstone of effective networking.

4. Be enthusiastic. An enthusiastic attitude distinguishes “top” from “good” sales performers. You are your best public relations representative. You are the person who knows best what you do and what you have to offer others. Speak with a positive countenance, exhibit confidence, and display a natural enthusiasm about your life and your work.

5. Become a student of the universe. Knowledge about many issues and trends makes you more interesting. People you come in contact with will want to associate with you if you’re well read and knowledgeable. Schedule time to read.

6. Create a lasting impression. Body language, demeanor, and dress are important elements in making a lasting impression. It is often said, “It’s not who you know, but who knows you.” Value your strengths and accentuate them. First impressions are often lasting impressions. So, take pride in your appearance. Be fun and social. You are the number one element in your success strategy. People will buy your product or service because they have confidence, trust, and a relationship with you. Consistency builds trust; trust builds relationships; and relationships create success.

As you master the art of relationship selling, you will be more successful at work and in your personal life. SME

Michael Scott is a networking coach and partner for Empowerment Unlimited in Lombard, IL. 800-789-8904.

ACTION: Practice a couple of these sales tips.