From: bizjournals.com

Image credits: GETTY IMAGES (AJ_WATT)

Is the relationship a byproduct of the sale, or is the sale a byproduct of the relationship?

How you answer the question sheds a lot of light on your approach to customers and sales. Let’s consider the first scenario — the relationship is a byproduct of the sale.

Most business connections begin with a pre-determined purpose or goal. “I’m interested in them as a customer, supplier, partner, etc.” That goal directs activities. One of those activities is hopefully developing a relationship with the person with whom you’re interacting.

Without a relationship, any connection becomes purely a transaction. Decisions are driven by quantitative and/or empirical information; price, features, functionality, reputation. In the end, there is an emotional element thrown into the mix, usually defined as gut feel.

However, without a relationship there is no emotional connection or trust upon which you can rely. So, building the relationship becomes an essential part of the sales process.

The challenge with this approach is that the customer knows you are in pursuit of sale. There is always in the background the understanding that the ulterior motive for getting to know each other is to get a sale.

Consequently, the customer is guarded in what they share. “I’m getting to know you. I kinda like you. I maybe trust you. But I know why you’re here. You’re motivated by my money.”

When the relationship is solely a byproduct of the sale, the selling motivation taints the relationship.

Relationship first

Now, let’s consider the second scenario, where the sale is a byproduct of the relationship.

Let’s consider what would happen if you approached a potential business connection solely for the purpose of establishing a connection and a relationship. The most likely response would be something like: What’s the purpose? Why are we talking?

In order to answer that effectively, you would need to do some research up front. Why would you want to establish a connection with Mr. Smith? At the heart of any answer to this question must be the motivation for mutual benefit and to be of help.