The Micro Relationship
Ask anyone in sales and they will tell you that selling is "all about relationships". No doubt relationships are important to sellers who do business with the same group of customers repeatedly. But, how 'bout those sellers that make a sale to a customer and then are likely to never see them again?
I bought shoes in Nordstrom the other day while I was out of town. The total time spent interacting with the seller was less than 45 minutes. Was the relationship she built with me important to the sale?
What about professionals that sell to customers in their homes? Take those that sell heating and air conditioning equipment, for example.. A common occurence is one in which the prospect calls the company and the seller comes out to the home, diagnoses the problem, recommends solutions and either comes away with a sale or not within two hours. Is the relationship that is formed during those two hours very important, somewhat important or not-at-all important to the sale?
The experience of the guys I've been working with would tell you the answer is "very important". If that is the case, how can a seller build a relationship in a very short time and then leverage that relationship to earn someone's business? In other words, how do you develop the micro relationship?
The answer lies in first gauging and then establishing trust and credibility.
Prospects trust sellers to the extent that they believe the seller has their best interests at heart and prospects assign credibility according to their belief that the company the seller represents will perform work to the highest standards of their profession.
If the company enjoys a great deal of credibility, the seller will have a built-in trust advantage over less credible competitors. Otherwise, it will be up to the seller to build trust through his words and actions.
Here are a few tips for professionals that sell to consumers in their homes:
1) Be respectful of the prospect's time - Start the relationship with a phone call. Confirm the information that has been given to you: name, address, the reason the prospect called your company and the time of your appointment. Be on time and prepared and the customer will begin believing that you are trustworthy. If the conversation allows, ask this question: "How did you learn about (our company)? If the prospect tells you that your company comes highly recommended by the neighbors or some other credible source, you'll know that the company enjoys a high degree of credibility and a certain amount of trust has been conferred upon you. If the prospect has called your company because they went to the phone book or the internet and has no knowledge of you, then you know that there will be a lot of trust-building to do when you get on site.
2) Be respectful of the prospect's personal space - Upon arriving, knock on the door and then step back to avoid crowding into the prospect's personal space. Introduce yourself and show your identification. Allow the prospect to invite you before going into the house. Thank the prospect for having you over. Understanding that the situation is potentially uncomfortable for them is the first step in making it more comfortable.
3) Be respectful of the prospect's property - Offer to remove your shoes or to wear protective gear over them. If you need to move around the house to do your job (as a heating and air conditioning seller would do) ask if the prospect would like to show you around or if they would prefer to point you in the right direction.
4) Find ways to make a human connection - Perhaps you notice a diploma from the same school from which your brother graduated. Perhaps, there are pictures of children that look about the same age as yours. Maybe you have the same kitchen chairs as the prospect. When you and the prospect have a shared experience or situation you automatically become less of a stranger to them. Familiarity formed through human connections builds trust.
5) Be professional - Start by dressing appropriately - neatly and cleanly. Avoid making degrading or demeaning comments about competitors - even if they have obviously done shoddy work in the prospect's home. Be prepared with all the tools, equipment and documents you'll need to do a thorough and complete job. Address the prospect as sir or ma'am or Mr., Mrs. or Ms. Remember the prospects name and make sure they know yours by offering a business card.
Prospects who must invite sellers to their homes are often choosing with whom to do business by default. That is, they eliminate sellers who aren't credible or don't seem trustworthy. Only after you've passed the trust and credibility test will you be able to engage them fully in your product presentation. >
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I bought shoes in Nordstrom the other day while I was out of town. The total time spent interacting with the seller was less than 45 minutes. Was the relationship she built with me important to the sale?
What about professionals that sell to customers in their homes? Take those that sell heating and air conditioning equipment, for example.. A common occurence is one in which the prospect calls the company and the seller comes out to the home, diagnoses the problem, recommends solutions and either comes away with a sale or not within two hours. Is the relationship that is formed during those two hours very important, somewhat important or not-at-all important to the sale?
The experience of the guys I've been working with would tell you the answer is "very important". If that is the case, how can a seller build a relationship in a very short time and then leverage that relationship to earn someone's business? In other words, how do you develop the micro relationship?
The answer lies in first gauging and then establishing trust and credibility.
Prospects trust sellers to the extent that they believe the seller has their best interests at heart and prospects assign credibility according to their belief that the company the seller represents will perform work to the highest standards of their profession.
If the company enjoys a great deal of credibility, the seller will have a built-in trust advantage over less credible competitors. Otherwise, it will be up to the seller to build trust through his words and actions.
Here are a few tips for professionals that sell to consumers in their homes:
1) Be respectful of the prospect's time - Start the relationship with a phone call. Confirm the information that has been given to you: name, address, the reason the prospect called your company and the time of your appointment. Be on time and prepared and the customer will begin believing that you are trustworthy. If the conversation allows, ask this question: "How did you learn about (our company)? If the prospect tells you that your company comes highly recommended by the neighbors or some other credible source, you'll know that the company enjoys a high degree of credibility and a certain amount of trust has been conferred upon you. If the prospect has called your company because they went to the phone book or the internet and has no knowledge of you, then you know that there will be a lot of trust-building to do when you get on site.
2) Be respectful of the prospect's personal space - Upon arriving, knock on the door and then step back to avoid crowding into the prospect's personal space. Introduce yourself and show your identification. Allow the prospect to invite you before going into the house. Thank the prospect for having you over. Understanding that the situation is potentially uncomfortable for them is the first step in making it more comfortable.
3) Be respectful of the prospect's property - Offer to remove your shoes or to wear protective gear over them. If you need to move around the house to do your job (as a heating and air conditioning seller would do) ask if the prospect would like to show you around or if they would prefer to point you in the right direction.
4) Find ways to make a human connection - Perhaps you notice a diploma from the same school from which your brother graduated. Perhaps, there are pictures of children that look about the same age as yours. Maybe you have the same kitchen chairs as the prospect. When you and the prospect have a shared experience or situation you automatically become less of a stranger to them. Familiarity formed through human connections builds trust.
5) Be professional - Start by dressing appropriately - neatly and cleanly. Avoid making degrading or demeaning comments about competitors - even if they have obviously done shoddy work in the prospect's home. Be prepared with all the tools, equipment and documents you'll need to do a thorough and complete job. Address the prospect as sir or ma'am or Mr., Mrs. or Ms. Remember the prospects name and make sure they know yours by offering a business card.
Prospects who must invite sellers to their homes are often choosing with whom to do business by default. That is, they eliminate sellers who aren't credible or don't seem trustworthy. Only after you've passed the trust and credibility test will you be able to engage them fully in your product presentation. >
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Tim,
I think you have listed some great points for salespeople who are selling to consumers in their homes. I have not been in this type of sales position since 2002, as I moved over to B2B. In B2B sales, however, I never address anyone using sir nor do I make small talk with "things" they have on the wall. That being said, B2B sales and B2C sales have different approaches. Therefore, your recommendations are great.
Thanks,
Will Fultz
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