“Sales is not just about transactions. It’s about building and maintaining relationships.” – David Kreiger in today’s Tip 1640
How do you build and maintain your relationships with your clients?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from David Kreiger. David is the president of SalesRoads and has 16+ years in sales outsourcing. With an MBA from Wharton and a BA from the University of Pennsylvania, he’s a contributor to Entrepreneur Magazine, where he shares B2B sales insights. He’s also a Venture Lab Mentor at Wharton and a member of the EO Entrepreneur Association. Here he is:
David Kreiger: Sales we often equate success with closing deals. But I found that the most valuable sales relationships are forged not in the moments of triumph, but actually in the aftermath of disappointment. When a deal falls through, especially one that you’re passionate about, it’s natural to feel disheartened. The immediate reaction might be to move on to the next opportunity.
But here’s a perspective shift. While a no today might mean you lost the deal, you should never let it mean that you lost the relationship. Often these prospects to whom you’ve lost the deal are better prospects than any cold lead that you’ve never engaged with. You’ve already built rapport, you understand their needs, and you have a foundation that you can build upon.
I actually once had a prospect who was on the brink of signing with SalesRoads, but after a lot of work, they unfortunately chose a competitor at the last moment. It was a tough pill to swallow. It was going to be a great deal. However, instead of writing them off, I kept the lines of communication open. And months later, when this individual was in transition between jobs, I reached out. Not with a sales pitch, but with concern and an offer to help. I put him in touch with a number of folks who I thought could be helpful to him as he was looking for his next job. And the gesture of goodwill paid off. When he did finally land a new role, he reached out to SalesRoads as a potential partner. We signed a deal with him and his new company, but also with a sister company that he referred us to. So that original no became two yeses.
So the lesson, at least for me is, that sales is not just about transactions. It’s about building and maintaining relationships. Every is an opportunity to demonstrate your commitment to the relationship, not just the sale. By showing this type of genuine interest in your prospects, regardless of their immediate buying decisions, I found that that’s positioned myself as a trusted partner rather than just another salesperson. And in the long run, relationships outlive transactions. So the next time you face rejection, just remember, a prospect remains a prospect as long as the relationship is alive. Keep nurturing, keep connecting, and you might just turn that no into a future yes.
Scott Ingram: To connect with David on LinkedIn for more sales insights, just click over to DailySales.Tips/1640. Once you’ve done that, be sure to come back tomorrow for another great sales tip. Thanks for listening!