Customer Relationships and Listening

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A salesperson that starts “pitching” before understanding the business issues of a customer will be terminally ineffective. The salesperson has no way of knowing if their solution is connecting with the customer and their business objectives. To ensure what you are pitching resonates with the customer; you need to take time to understand the client first.

Without a proper listening approach, you risk wasting your customer's time. Today, clients are busier than ever. If you waste their time with a pitch not relevant to their environment, it will be a long time until you get another chance. You need to be smart. You need to connect with the customer. You can’t do this unless you listen.

By actively listening to your customer you will be able to attach your solution to their business objectives. You will strengthen your relationship with the client. And you will start to position yourself in a consultative manner. In other words, you will begin setting yourself apart from your competitors.

The relationship between you and your clients will strengthen because they see you taking the time to understand the customer.

Granted, there are times when you want to make a point. There are marketing messages you need to deliver. But don’t make the mistake of delivering these messages cold. Listen to the client for a way to connect your message directly to their business challenges. It will make you and your solution seem much more relevant.

Customer relationships and listening. Do it right and profit.

Good selling.

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