This was a response I wrote in LinkedIn. I feel it really boils down the topic of selling versus relationship selling. Gone are the days when the “blue suede shoes” approach to selling was the norm. Sales in general has evolved into a relationship selling model.

My initial response to the question, selling is twisting arms while smiling. The iconic definition of this process is the “used car salesperson.”

Sales occur naturally when a customer or clients needs are met. A skilled sales person is able to quickly identify concerns or objections. Provide answers and most importantly demonstrate a level of value greater than the competition.

Relationship Selling is an on going process of proactively identifying the needs and offering solutions. 

Relationship management is the ability to track all communications and activities one has with an individual or organization. In times past, the ability to manage a relationship required good notes and a photographic memory. The relationship was individually based, since there was no easy method or singular repository.

Technology has enabled individuals and organizations to implement the relationship management throughout their company. This allows the potential for sales from all points of contact.

What this means for contractors and other small business owners is:

• Companies must approach their customers as valued members of their organizations.
• Engagement is no longer on a singular basis, all persons responsible for completing a project or providing a service must be able to add value for your client.
• Passing it off to the “Sales Guy” is no longer an option.
• Successful marketing campaigns are personalized and segmented.