Below I have detailed how I use consultative techniques to build relationships, sales and discover new products that lead to industry trends. My experience has proven this to be the best way to develop trust, credibility and results.

PREMISE & STRATEGY

It is imperative in these competitive times to be able to set yourself above the pack as not just a vendor, but as a trusted partner and business consultant. People buy (long term) from those that they trust, respect and like. To build that kind of relationship you must do everything in your power to prove that you are there to ensure your customer's success.

Consultative selling is something most have heard of. It is simply a "softer sell" approach that centers on identifying needs and getting the buyer to agree to that need and your solution. Any buyer can sense a pitch and is going to be wary of it, no matter how "soft" it is. This system differs in that you are functioning as a pure consultant to the client, partnering with them to develop trust and create success on their terms. It fosters a rock solid relationship between you and the customer. If the solution to their need does not exist with your company, go to corporate to create it. Show the customer that you are there to serve their needs, not yours. Trust me, if you do this the payoffs are well worth it.

You must take a true consultative approach and concentrate on uncovering needs, providing solutions and adding value to your customer's business through your relationship with them. This means taking a seat on their side of the desk, seeing things through their eyes and partnering with them to develop a long-term growth plan. Treat their business as if it were your own. If you say you will follow up on something, do so promptly. Email thank you notes after appointments. Earn their trust and respect.

Ask probing questions and listen proactively because needs are often implied rather than expressed. Your customer will be very pleased and surprised when you identify an unspoken need because you listened with an intuitive ear. They will wonder why other vendors aren't as insightful. As you begin to work on solutions together, they will see the value you bring to them and their business. Then the magic happens, you break into their "trust zone".

They may even try to buy from you at this point. If the product really suits their needs, fine. If not, discourage that action and explain why. This is your opportunity to earn everlasting trust and respect. Think of their perception of that action. A salesman discouraging a sale? There could only be one reason for that, the guy is the real deal. He is truly here to help me. You have just earned TRUST. Never betray it. Don't be in a hurry to sell things. Instead, sell yourself and the value you bring to the relationship. Become the VALUE PROPOSITION to the customer.

Now you have real credibility. You have earned their trust and they are comfortable with your counsel. You did not start off by trying to sell product, you sold yourself. You partnered with them, identifying needs and providing solutions to help their business grow. Closing now becomes welcomed advice from a trusted consultant and friend. They are anxious for your recommendations. What a difference! By putting the relationship before the sale, you have guaranteed the sale. In all probability, you have also created a customer for life.

The beauty of this approach is that it is win/win. It is low key, consultative, provides solutions and adds value (you) to the customer. It enables a solid foundation of trust, credibility and creates a long-term relationship that pays big dividends. You are now much more than a vendor. You are a trusted and valued business partner.

While the system is relatively simple to apply to any account, as with many things, one cannot judge a book by its cover. It requires a subtle psychology that only experience can teach. For instance, you must know when to listen and when to talk, when to be aggressive and when to be laid back. These are the nuances that can make or break the "connection" with the buyer. However, once mastered, it provides you with many advantages over the competition.

Some of the important benefits of the system are that you now can stop by most accounts unannounced and be welcomed. You have access to free focus group studies. You have an inside track to competitive and important marketing information. It also creates a hedge against competition.