Give to get...to give again

A few years ago I attended a two day sales training program hosted by the Bunnell Idea Group in Atlanta. It was a great course that had a different take on sales. There was no time spent on how to make cold calls, make a pitch, or even how to "close the deal". During the first few hours as this became apparent I was somewhat skeptical to think anything could be sold without these or similar tactics.

As the session went on I was intrigued to learn of a different type of sales tactic. BIG (as the company is called) taught a system of developing and growing genuine relationships. The facilitator promoted the idea that sales was not about "moving product" but about finding and providing solutions to customers' problems. Whether or not your company has that solution.

Think all the vendors you work with in your current job. Where you get your office supplies, your landlord, your IT technician, etc... What makes you stay with one provider over another? I'm sure for some of the vendors it simply comes down to getting the product on time for the cheapest price. But think about the sales person you use for some of your more crucial supplies, how would you describe him or her? Friendly, honest, trustworthy? Odds are this person does more for you than just fill your order.

So how do you become that type of sales person to someone? A key piece of the lesson taught by BIG is the concept of "give to get, to give again". To truly build genuine relationships the sales person needs to be as invested in the client's success as the client herself. This principle is a means of demonstrating that type of commitment by giving something to your client - without expecting anything in return.

The "give" isn't a 30-day trial period gimmick, nor is it about giving away your premium product. It can be as simple as giving a free problem analysis/recommendation, sponsoring a client to attend a trade show, or even a referral to a competitor who you know has the exact solution the customer is looking for.

The "get" may be an invitation to be included in an RFP, or a one time sale, a national account, or maybe simply an industry partner who can introduce you to others. But whatever the transaction is, it occurs on a foundation built by trust and genuine interest. But do note, the phase ends with "to give again"...

Because doing the right thing is good for business.