Small Town
Relationship Selling:
What it is and how to do it
By Tom Egelhoff
 One of the differences I have
with the so called "marketing experts" is that they
think their marketing theories will work anywhere. Although there
are a few principles that transcend big cities and small towns
for the most part they are entirely different. Todays topic is
a perfect example. Selling and forming relationships in small
towns is nothing like large cities. It all comes down to the
numbers.
In large cites the sheer numbers of potential customers often
makes the idea of developing relationships seem unnecessary for
many business owners. In small towns however it is critical to
develop and keep long term customers. Why? Because the smaller
the town the more important it is to develop and keep good customers.
The competitive environment is much tougher in a small town.
And, the smaller the town the tougher it gets.
The largest chapter in my book, "How
To Market, Advertise And Promote Your Business Or Service In
A Small Town", deals with the sales process in great
detail.
The rejection
process
What makes sales so tough? One word... rejection. Although
I have many years in the sales field when I first went out to
show and sell my book to people here in Bozeman, Montana, I was
very nervous. I had spent 30 years selling all types of products
made by major companies but now I was selling my own personal
product. Rejection somehow seemed personal not professional.
You know you have a good product or service but when someone
can't see it like you can it hurts. You've poured a portion of
your life into this work only to have it dismissed by others.
In small towns there are two reasons for rejection that you
won't find in larger cities. First, people in the town probably
know you. They have a perceived idea of who and what you are.
If you deviate from their perception then it's harder for the
customer to take you seriously. It's like driving down a one-way
street going the wrong way. People are going to let you know
you are going a different way than they perceive you should.
Second, because they know you they may also have a problem
connecting you with your product or service. Particularly if
it's something new or different. How could you possibly know
anything about this product or service? Unfair? You bet it is
but that's one of the negatives of small towns. It's hard to
change minds once that perception is present.
What we want to talk about today is a way to make this process
more comfortable for you and improve your selling skills. Relationship
selling is a great way to send everyone home happy. You make
the sale and the customer has a great product or service for
their money.
The selling process
Before we examine relationship selling let's first look at
the sales process. Here are the points to take into consideration
before ever contacting that first customer.
- Product Knowledge - This may seem like a no-brainer.
Of course you must know your product. But what you really need
to know before you sell a product or service is how does your
product or service benefit your customer. You must define the
customer before you can define the important benefits.
- Get to know your customer - Yes, you want to talk
about the product but talk to the customer about other things
while you're doing it. Learn something about them each time you
speak to them.
- Establish a fit between product and customer - One
of the reasons to get to know people is to discover if your product
fits the customers needs. If they don't have a need then you
still have a friend but not necessarily a customer.
- Closing the sale - This is the point where the customer
makes the decision to purchase your product or service. This
is where the relationship really begins. They are confident they
can trust you with their hard earned money.
- Follow-Up - This is the most critical part of the
relationship sales process. Letting the customer know that you
are concerned that everything you spoke about is true. The product
or service is performing as advertised.
The relationship process
In order to really get to know the customer above and beyond
the sales process you have to know what and how to ask questions.
In order to fill our prospects needs we must have some information
to work with. To discover information there are two kinds of
questions we can ask.
Closed-Ended Questions - Closed ended questions can
only be answered yes or no. There is no other information provided.
These types of questions don't provide much information.
Open-Ended Questions - Open-ended questions are a much
better way to get the information you need to make the sale.
These questions can not be answered with a simple yes or no.
You need to go back to the old time newspaper reporters who used,
"who, what, when, where, why and how" questions to
get the story. "Who will be using the product?" Yes
or no? Doesn't make sense does it? You must develop some open-ended
questions that will inspire your customers to give you the information
you need to help them.
The trust process
We are much more likely to do business with those we know
and trust. How do you build trust with customers? One way just
mentioned above is the follow-up contact. This assures the customer
that the sale doesn't just end with the delivery of the product.
Another way that I really like is the testimonial. Third parties
that have used your product or service and were so satisfied
that they took the time to write a brief note to let the business
know.
But the most powerful way to build trust with customers is
keeping your word. If you say you are going to do something for
a particular customer then make sure that you follow through.
The last word on relationship selling
In small towns there are a limited amount of customers. In
some cases you may need 50% of the town's population to buy from
you in order to stay in business. In a large city, one quarter
of one percent might do it. The point is every relationship you
can establish will mean more and more sales on the long run.
Good customers become good customers because they like you,
they trust you and they like your product or service. They don't
have to like you to do business with you but they almost always
have to trust you and like the product.
There are a certain number of customers you need each day,
week, month or year to keep the doors open. The more solid relationships
you can establish the stronger your business will be.
(Return
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Listen
to a radio interview with Tom and Entrepreneur Magazine - Click
Here!
This article may be reproduced for your non-profit
group or organization provided it is not altered in any way and
the following is attached:
©1998 - 2004 Eagle Marketing PO Box 271 Bozeman, MT
59771-0271
http://www.smalltownmarketing.com - (406) 585-0219 - Toll FREE
(888) 550-6100
email: tommail@smalltownmarketing.com
Based in Bozeman, MT, Tom Egelhoff is the author of How To Market, Advertise & Promote Your
Business Or Service In A Small Town, and The
Small Town Advertising Handbook: How To Say More And Spend Less.
He is also a seminar and workshop presenter
and trainer. He may be reached at 888-550-6100 or PO Box
271 Bozeman, MT 59771-0271
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