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One of the most powerful ways of winning against the competition is through the relationship that you build with your customers. You, and the approach you take, make the difference.

A good example of this is the way in which we all choose between suppliers of very similar commodities. There might be four hairdressers in the town where I live, but I always go back to the same one, because I enjoy the company of the chap who cuts my hair, even though he is a little more expensive than the others.

 You are unique. Remember that your relationship with the customer is the one thing that the competition cannot copy. In a close, competitive contest, your behaviour and approach will make the difference.

case study Ian’s sales manager was unhappy that Ian wasn’t visiting the customers more regularly. Ian thought he could be more efficient just telephoning and sending letters. His boss didn’t see it like that. “I might as well send out a catalogue, instead of employing expensive salespeople!” he told Ian. The point of employing Ian as one of the company’s salespeople was that he could build strong relationships and add value to the selling process through person-to-person communication. He could influence the customer’s decision process and build trust for the longer term.

“To give real service you must add something which cannot be bought or measured with money, and that is sincerity and integrity”

Douglas Adams, English comic writer

 Be visible. It goes without saying that if you’re not making the effort to stay in regular touch with your customers and prospects, you can quickly become invisible, and perhaps the representative of another company gets the chance to exert their influence instead. This is sometimes called ‘mind-share’. Find reasons to call, to visit, and keep yourself at the forefront of the customer’s mind.

 Push and pull. The key to maintaining a winning relationship that makes the difference in a sale is to achieve the right balance between ‘pushing’ and ‘pulling’. Pushing means keeping yourself visible without annoying or irritating the customer with your constant ‘nagging’. Pulling means drawing the customer into the relationship using ‘Business Doctor’ skills (see 4.7), for example, showing empathy, being curious, and adding value by being their ‘capable friend’.

A relationship is based on two parties making an investment in it.