Not long ago I heard Mike Litman, my mentor, say, "The 20thcentury was about the sale. The 21st century is about the relationship." A sale is a one time event. A relationship with a customer is discovering what they need and filling it, over and over again. How do you develop a relationship? You talk to people, find their need, and fill it. Sometimes you have to be a little creative to do that. Sometimes you need to give first to get what you want.
One of the things I do to get my name and company "out there" is vendor events. The local mall runs one every couple of months and it’s usually affordable. I’ve done that a few times and met some folks who were interested in hosting. When you’re doing a vendor event don’t forget to talk with the other vendors. When it’s quiet go over to their booth, chat with them, talk about their business. Develop a relationship. In July I did a vendor event and met a Sally (not her real name) who was also a vendor. I went and talked with her and eventually Sally came over and talked with me and take a look at what I sell. During the week-end I noticed that every time she came over to my booth she picked up the same higher priced item. She’d look at it, smile and then set it down. She did this time and time again.
Eventually I commented to Sally about the item and suggested she book a party and get it free. Her comment back to me was, "Now’s not a good time." Turns out she has life threatening health issues. So my comment back to her was simply handing her a catalog, marking the page where the item she liked so much was, and saying, "When you’re ready – I’m ready. Take your time and just let me know."
The next time I walked over to her booth I picked up one of her fliers, making sure her name and phone number were on it. Then I called her. Did I call Sally to book her? Absolutely not! I called her to see how she was. I called her to develop a relationship with her. When fall came my company, like many companies, brought out the new catalog. When I received my new catalogs I checked to see if the item Sally liked was still in it. Then I called her to let her know the new catalog still had the item she liked so much and set a time to drop a catalog off for her. We sat and chatted for a while. I never mentioned booking. Instead we talked about her illness and our kids.
We met in early July. The new catalog came out in August. Sally called me to set a date for her party in early October and had the party in mid October. At that party one of her guests talked about a nonprofit program she was developing and how she was looking for ways to create funding for it. I really listened to her, and asked questions to find out more. When I took her order I asked her how I could be of service to her, not only in taking her order, but also with developing funds for her program. Because I had a little time between the subject coming up and had asked questions, I was ready with a suggestion.
She really didn’t have any ideas how I could help her - but I did! I suggested she book a party and we would use that party to get some funds for her. I suggested that she really talk to her friends about booking their own party and when those parties hold, I’d give her X amount of money for each booking. Her party is this coming week-end. When I talked to her last week she already had 5 people interested in booking parties.
When you develop relationships with the people you meet instead of just wanting to sell them something there are fringe benefits. The best one? You have more friends! The last time I saw the Sally she gave me a hug. How great is that? We call each other just to chat. When Sally received her free and discounted items she let me know she absolutely loves them and thanked me for her being able to get them. Do you think she’ll have another party when the next catalog comes out? She probably will.
There is a key point here that I have assumed you’re picking up on but haven’t mentioned. Be sincere. I am sincerely interested in my new friend’s health. I am sincerely interested in my next new friend’s nonprofit. Develop relationships, find out their needs and then find a way to help them. When your customers and hostesses get what they want – you’ll get what you want.
Feel free to share this post with others. When you do please keep the following with it: Reprinted with permission of Ruth Fuersten at http://www.booksellrecruit.com/sq
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