On one side, there’s business and sales and clients and selling… but on the other side, there’s relationships and communication.
Because no purchase is ever a strictly technical transaction.
Any time someone buys something, there’s a conversation going on in that person’s mind.
When you join that conversation, i.e. when you really *get* your clients, the conversation deepens, and a relationship starts – and inside that relationship, is that conversation.
Put differently: being in business means you’re in a relationship business.
It’s you, a thing you do, another person, and a problem they want to solve – and those are all related.
And if all works out well, you get money and they get your solution.
But only if the relationship is quality, and the conversation is about that other person and their needs and aspirations.
Here’s where it’s very easy to go wrong: far too many people talk about their offer and their accolades, but those only serve to persuade, and that automatically triggers resistance and defensiveness.
That way, the conversation doesn’t improve and the relationship doesn’t transform from ‘Tell me how you can help me’ to ‘Help me figure out if I should get your help’.
And that switch is crucial.
First, you’re a listener and provider of information, which is related to an existing problem or goal.
But after the switch, you’re a helper, serving someone in making the best decision for themselves.
Put differently: the ‘switch’ is a moment where the relationship changes.
When that change happens, a potential buyer has gone from being curious to being interested, and good things can happen from there.
But, only if you take care of the relationship.
Because the sale happens inside a conversation, which exists in a relationship.
In other words: whatever it is you do or make or offer or solve or provide:
Ultimately, you’re in the relationship business.
Now, I often get asked ‘how’. How to have conversations that work, how to build relationships, how to ask for a sale, how to ask questions that clearly show you’re not pushy and are looking out for their best interest? How, Martin, do I land more clients?
Too much to explain here, but I do have a training webinar you might want to watch, and you can do so here.
And if afterwards you want to talk, let me know.
Also published on Medium.