Successful Sales Strategies: Winning the Close Ones

Written by Richard Cunningham

The Three Cs in building customer relationships are a key component of professional selling skills.

Indianapolis, IN (PRWeb) November 23, 2003 The deal is coming down to the wire. The buyer perceives the competitors solution as marginally superior, but the slight underdog still wins the sale. In this case, the adage, people buy from people they like, proves true.

In the audiobook, Sound Advice on Sales Strategies, author Tom Snyder, a vice president with sales consultancy Huthwaite, says that while its always a good idea to build customer relationships, it is especially helpful in the close ones. He sites what SPIN Selling author Neil Rackham calls the zone of indifference.

In this situation, although the competitions superiority is recognized, says Snyder, its not significant enough to break out of the buyers zone of indifference. This means that between the two, the buyer will likely choose to deal with the seller he likes. While a personal relationship wont be the deciding factor in most major account selling situations, its still an important part of the mix.

When building customer relationships, Snyder recommends being guided by the Three Cs of concern, candor, and competence.

Concern means focusing on customers and their needs. Learning the customers problems is the first step in building trust. Candor equates to honesty and avoiding exaggeration. Competence comes from the salesperson knowing how their products or services meet customer needs.

Says Snyder, Dont neglect your customer relationships, and dont neglect your sales training, either. Your customers shouldnt have to choose between the salesperson they like and the salesperson with professional selling skills.

Tom Snyder offers advice on planning and executing sales strategies each week in the free audio-newsletter from Whats Working in Biz, http://www.whatsworking.biz/full_story.asp?ArtID=92

Richard Cunningham is a principal of Whats Working in Biz, http://www.whatsworking.biz, a publisher of business audiobooks and online audio programs on marketing, sales, and small business strategies.

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