Strong
Relationships Foster Success
Distributors who build their business by forming close
relationships with customers are always more successful than those who do
not. The higher profits generated from
orders placed by loyal customers make it possible for distributors to expand
their scope faster than those who are constantly looking for one-time buyers.
Many salespeople aare
always looking for clients to replace the ones that they are able to only sell
one order. Some run in circles looking for single orders, because they have
trouble learning how to build and maintain long-term relationships. Forward
thinking distributors are always looking for new business; but they also know
how important it is to value and give superior service to existing accounts.
Remember
who butters your bread!
Most good salespeople know that 80% of their business comes
from only 20% of their customers. It’s just easier to sell orders to people
with whom you have good relationships, because you know what causes them to place
orders. When you are able to identify a
person’s needs and satisfy them, you will sell orders faster.
Top distributors look
for customers who are motivated to place orders based on quality rather than
just price. This select group of buyers prefers to only consider “top of the
line” merchandise, and they are willing to pay for that preference. Distributors able to regularly find and
maintain these people as customers usually pocket higher profits.
You must be extremely
well versed in product knowledge to handle quality- oriented customers.
There are many
customers who need be told what to buy. Either they have a lack of marketing
expertise or a limited knowledge of promotional products. Prospects like these can be open-minded, but
they can also be quick to share your ideas with your competitors.
Make sure that the
ideas you provide are to people who are sincere and not intending to put them
out for bids.
Some customers are so
rushed that they only know how to place last-minute orders. If you are efficient and have a cast iron
stomach and good enough credit with suppliers needed to handle last-minute
demands, you can always find prospects looking for your services.
You must be very
alert when handling these types of customers.
If you are going to specialize in rush orders, you must realize that
they can either make you or break you.
.
When a customer
considers you his friend, he will be less concerned with price and will place a
greater amount of orders with you. If
you want to keep the competition away from your customers, relationships that
are strengthened by true friendship will do the trick.
You must be careful
when specializing in personal relationship selling. If you don’t get close
enough, it will not work. If you get too close, it can backfire. Using good
judgment makes the difference.
Consistency
is key
There are many ways
you can make your services attractive to new customers, but the thing that
builds respect is consistent good performance. There is no formal training for
this type of behavior; you either do it or you don’t. To be known as a consistent performer, you can
do some of the following things:
People you call on
want you to take care of them. That means you should regularly mail things to
them, as well as stop by for a personal visit. Instead of providing them with
the same things they can get from any of your competitors, offer them a variety
of unique products and ideas. Consistently prove by your actions that you are
the “go to” person when it comes to promotional products.
When possible,
arrange your schedule to call on certain customers on specific days. Call on the same customer on set mornings, then fill your day in with calls on other prospects and
customers as you head back to your office.
Nothing builds
customer confidence and trust faster than your delivering correct orders on
time. Doing so should be a priority,
especially with loyal customers. And there’s no better way to obtain new
customers, than when you make a call on someone who has just been burned on an
order by your competitor who has failed to deliver an order on time!
People get bored with
the same old things and sales no different. Regardless of how long you have
been calling on someone, always try new approaches in your presentations. Never show the same ideas to someone, and from time to time update everything you are
doing.
The greatest thing that you get from building strong
business relationships is an increased number of orders. Veteran salespeople know that success is not
achieved by selling one order at a time to many casual clients, but by selling
large numbers of orders to several devoted clients—and at a higher profit!