Making More Design Sales is About Building Relationships: Part 1

What is “Making a Sale”?The answer to this question includes a bit of human nature… A sale is made when the value exceeds the price paid. That’s it. There is nothing more to add, and it doesn’t get any deeper than that. The human nature side of this definition is – people LOVE getting a value and, if you're the one who provides that value – they’ll also love you!“Price is what you pay; value is what you get.” This quote is usually attributed to billionaire business magnate, investor, and philanthropist Warren Buffett; but, it didn’t end there. He added, “Whether we're talking about socks or stocks, I like buying quality merchandise when it is marked down."Even a world-famous billionaire, a man who can afford to buy anything, enjoys a good value!Every positive sale encounter eventually devolves to the relationship created between the salesperson and the prospect. A positive experience, that is, when a sale is made, is the result of a relationship that benefits both of you – and – as a professional, it is your responsibility to build that relationship.After all, the prospect has already done their part by coming to you (however that may have been done) and presenting you with the opportunity to make a sale, which leaves the next part of the encounter, building the relationship, in your hands.If you're uncomfortable with that responsibility, selling is not for you.Start by quickly building a rapport with your prospective clientFear is a component of nearly every sales encounter; where the prospect fears “being sold,” rather than finding a solution. While such fear may be irrational to the salesperson, it is very real to the prospect and must be dealt with quickly and effectively, yet with subtlety. A sincere, well-intentioned greeting will enable nervous and fearful prospects to relax, making them willing to listen, which will reduce their defenses against being “sold something,” and make them more open to making a purchase.Many salespeople have been trained to greet their prospective client in a highly standardized, “Hello my name is… What is yours… Shake hands fashion.” In contemporary sales, this can be a dangerous approach. Since it is highly likely your competition has been trained in this cookie-cutter-welcome fashion, greeting your prospects in this way could make them think you are, “Just like the last guy,” they spoke with. The last guy they didn’t buy from.While you must, of course, welcome your prospects to your encounter, quickly putting them at ease, you should do so in a way which sets you apart from your competition. Do your research and perform your due diligence on your competitors. Knowing the style and approach of your competition will go a long way toward helping you set yourself apart from them. For example, a mildly humorous greeting can do wonders to help your prospect relax.That being said, knowing something of your prospect’s needs, in advance, may be just as important. If, due to the nature of the sales encounter this is impossible, beginning a conversation and exchange of information will be critical to your success. If you are open and honest from the very beginning, your prospect will be more likely to follow your lead.Your body language will often telegraph your intentions, as will the body language of your prospective client. Avoid folded arms and crossed legs; maintain eye contact in an open and curious fashion; reflect an attitude of warmth and concern; be forthcoming and positive, and – most importantly – be genuine in your concern for your prospect’s welfare.Remember, many of these hints to your client are only grasped subconsciously – which means you need to be fully conscious of them at all times.Once you’ve built a rapport with your prospect, it’s time to get serious about building a relationship, which we will examine in more depth in future posts.Looking for more new design trends, tips, and ideas? Get in touch with TD Fall today.