relationship selling
DESCRIPTION
Thoughts on how to initiate and maintain good relationships with clients when all you have to sell is you.TRANSCRIPT
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Relationship SellingRelationship Selling
Brent C.J. Britton
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Approach
1. Why me?2. Why you?3. Fundamentals4. Pointers
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Why me?
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Why me?
• Relationship selling since 1994– 7 years in San Francisco– 3 years in New York– 8 years in Tampa
• Average sales = N x $MM/yr • …under the Bar rules.• See http://en.wikipedia.org/wiki/Brent_Britton
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Why you?
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Why You?
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Fundamentals
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(Where do we come from? What are we? Where are we going?)
D'où venons nous? Que sommes-nous? Où allons-nous?
Paul Gauguin, 1897
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Fundamentals
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Fundamentals
Solve the right problem
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Fundamentals
What is the goal of relationship selling?
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Fundamentals
It costs 539.7% moreto land a new client
than it does to keep an existing one.
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Fundamentals
1. Your customers are not money.2. Your customers are not marks.3. Your customers are not suckers.4. Your customers are human
beings who seek nothing but happiness.
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WHAT IS YOUR GOAL IN LIFE?
Grow Company
Get a Great Job
Boyfriend / Girlfriend Be Healthy
Retire Early Make Money Find Soul Mate Run Faster
Spend Time w/ Family Buy A Home Get Married Run A
Marathon
why? why? why? why?
why? why? why? why?
HAPPINESSwhy? why? why? why?
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You
are no one’s
goal.
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Pointers
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Pointers
Every client isyour only client.
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Pointers• You cannot phone it in.• You cannot read email, text, or take calls.• You cannot flirt with the waitress.• You cannot pontificate.• You cannot fake expertise.
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Pointers• Honesty, integrity, etc.
– When in doubt, just be honest.• On time every time.• Be nice.
– If you can’t be nice, be vague.• Nothing is a work in progress.• Avoid religion/politics/off-color jokes.
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Pointers
Every relationship is long-term.
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Pointers• They do not want to know about your
– Other clients– Romantic conquests– Money problems
• No, make that all problems• (But don’t take that too far)
– Plans for doing the next thing
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Pointers
Listen more than you speak.
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First. Class. Kicks. Ass.
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Pointers
Be someone they want to be.
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Pointers
You’re always selling.(Also, you’re almost never selling.)
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Dorsolateral prefrontal cortex
Samuel M. McClure, Jian Li, Damon Tomlin, Kim S. Cypert, Latané M. Montague, and P. Read Montague: "Neural Correlates of Behavioral Preference for Culturally Familiar Drinks" Published in Neuron, Volume 44, Number 2, October 14, 2004, pages 379–387
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Cows with names make more milk.
Bertenshaw, Catherine; Rowlinson, Peter. “Exploring Stock Managers' Perceptions of the Human-Animal Relationship on Dairy Farms and an
Association with Milk Production.” Anthrozöos: A Multidisciplinary Journal of The Interactions of People & Animals, Volume 22, Number 1, March 2009
, pp. 59-69(11).
Pointers
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Pointers
Failure beats regret any day.
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