What does a relationship with the customer mean?

If you've been in sales you've likely heard the phrase “It's all about the relationship you have with your customers”.

But what does a relationship with the customer mean? Does it mean that you should be friends with your customers?

Not necessarily. I've found a good customer-client relationship to be one that comes out of caring, integrity, and a sense of urgency.

Caring

What does caring mean in the ​context of a customer relationship? I like to believe that people intuitively (throughout evolution) have developed what I like to call a “BS Radar”, they know when they are being sold to and when you genuinely have a vested interest in their success.

To show that you care, drop parts of the traditional sales pitch and focus on turning their problems into solutions and showing them that they are the ones who actuated the process.

Integrity

Being honest, transparent, and ethical is a part of your integrity as a sales professional. Although sometimes it is possible to go past someone's “BS Radar” and swindle them to buy, you must keep your integrity for a sustainable relationship.

The biggest goal isn't the initial sale (for most industries) the goal is to keep your customer happy for a long period so they come back and buy from you again.

Sense of urgency

Have you ever tried buying something from a seller/company and waited perhaps, days, weeks, before hearing back from them? Well, this is something you should avoid doing to your customers – it is costing you the relationship.

Having a sense of urgency is a characteristic that is even more important in this day and age where everything happens so fast. Generally, in most parts of the developed world - people don't want to wait and waste their time, there is a huge premium on an individual's and company's time.

It's an asset that once gone, you cannot get back. What I recommend is even if you don't have any news relating to their answer you can check in with them (when it makes sense) just to let them know that you are working on a solution.

Other things to consider

Giving gifts are a great way to say thank you to your customer. In my previous sales roles, I have given things such as hockey tickets, food, gift cards, etc.

Depending on your customers you can also take them out for a nice meal, I recommend (also depending on the relationship and your means) taking customers out for lunch (during the work day), I've seen more success with this versus dinners.

What you want to do is be different from the other vendors that they may have, and you can be creative with it. Know what they like, and go from there. You don't have to be friends with them or take them out to lunch, but you do want to show effort and thoughtfulness.

- by Tanvir Rahman.