When analyzing a sales person’s activity, I frequently hear explanations like this: “I’ve been working with this account for years and have a great relationship with their decision-makers. We’ve done almost everything we can there: they get a four-hour response, I’m there twice a month, and we take them to dinner a few times per year to get to know them better. Any ideas what else we can do?”
Most successful sales people can point to a few types of these accounts, and at first glance, it seems like there’s nothing more they can do. They deliver immediate response, make personal visits, and have built personal relationships. Sounds perfect, doesn’t it? It’s great, but not perfect. There is one thing these sales people can do that will elevate their position and further solidify their relationship – the one thing that can permanently bond partnerships.
If you want to make a great customer relationship even greater, then ask them for a favor. That’s right – ask them for something – a referral, a testimonial, input on a new technology, etc.
Most customer relationships travel one-way, with the salesperson doing all the favors. After all, that’s the nature and expectation of the job – pay for lunch, send a holiday card, return calls immediately. However, people like to help other people. If you’re doing all the favors and not allowing your customers to help you, then you’re robbing them from the opportunity to help you. I’m not suggesting that your relationships become 50-50 – they are still the customer. You should still pay for lunch, but ask them for a favor every now and then… and watch your customer relationships reach their full potential.
