The True Value of Relationship Selling
From cold calls to unread emails to empty mailboxes and no responses, it can be easy to forget that there’s a person on the other side of your sales efforts. They’re another number in the mass message, and another statistic to throw on the spreadsheet. However, businesses rely on people -- people talking to people, deciding to buy or not to buy, all trying to get want they want and avoid what they don’t. It becomes much simpler and more apparent that in order to succeed, you have to know your client.
The Harvard Business Review notes that “companies deploying emotional-connection-based strategies and metrics to design, prioritize, and measure” their client’s experience find that doing so “drives significant improvements in financial outcomes.” Similarly, “On a lifetime value basis, emotionally connected customers are more than twice as valuable as highly satisfied customers.” It goes beyond just making sure clients are happy, it’s about understanding them on a deeper level and connecting with them. In sales, it’s about listening, understanding what your client is looking for, and what motivates them.
It’s not easy to understand someone’s goals, motivations, and personality from a brief interaction, though you likely have some sense of who they are. Cloverleaf’s Client Navigator tool helps you sort through things like rate of speech, body language, tone of voice, and more to understand who your client is on a deeper level so that you can tailor your sales efforts to align with their personality. Click here to learn more about Client Navigator.