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Relationship Building - Turning Prospects Into Clients

Relationships are back! In this age of overwhelming information and evolving technology, people are starved for connection. Selling is no different. Consumers are overwhelmed with choices and decisions they have to make, so knowing, trusting and connecting with a sales person is often a deciding factor on where, when and from whom to buy a product or service.

If you want to turn your prospects into clients, then learning how to build relationships is well worth your time. Investing in relationships helps you make a friend, make a sale and gain a customer for life.

So how do you build relationships? First, learn the art of meaningful conversation - how to talk with people and more importantly how to listen. Remember, buying is emotional, people buy based on what they feel more than on what they think. Second, you must be authentic. Honesty and empathy are important traits when it comes to building true relationships. Relationships are built on trust, credibility and value. If you want your customers to buy into your ideas, information and services, then they have to feel that you care. Customers want to know you are listening and that you understand. And they want to trust that you will provide valuable and relevant solutions. Third, you must have their best interest at heart. Relationships are about caring, and if you want to build long-term relationships with your customers then you need to provide solutions and ideas that are of true benefit. You need to be a resource, and build relationships that put your clients best interest ahead of your own.

Fair Childs is a manufacturing sales representative that I have worked with over the years, and she is diligent in her approach to relationship selling. She has been in this industry for more than 20 years, and most of her original clients are still with her today. Despite the increase in competition and despite the fact that her pricing is not always rock bottom. Why? her relationships with her clients. The organizational assessments I have done with her company have taught me that clients adore Fair (and most of her co-workers.) They know they can count on her to deliver (trust), the feel she understands their need for fast service and adherence to deadlines (listen) and they believe no matter the request Fair and her team will make it happen (value). They also genuinely like her and look forward to her sales calls! Why? Because she is fun, upbeat and positive, and she comes with solutions, ideas and resources. Fair takes the time to add value and invest in her customers, so her customers take time to invest in her!

Building relationships is the very foundation on which successful sales is built. If you want to turn your prospects into clients then invest in your ability to establish trust, credibility and value by taking the time to get to really get to know your customers.

Your Brand Matters - Turning Your Prospects Into Clients

Have you ever heard the sayings"everything speaks" or" your actions speak louder than words"? Those statements definitely come into play when you are working to turn your prospects into customers. Everything about you, from how you introduce yourself, to how you dress, to how you keep in touch with prospects conveys a message. You are telling the prospect ( whether you realize it or not) if they can trust you, if you can add value and if you are worth their time.

In a world where trust and value have become the new Return On Investment (ROI) your brand is as (if not more) important than the product or service you are selling. You have to be as good at marketing yourself as you are at selling your product or service. Why?

Remember, competition is fierce and growing stronger everyday. Consumers have a million choices as to where, when, how and from whom they buy your product. And again, just like we discussed in the last chapter, if you want to be the one turning this prospect into a customer, then you better be the first one they think of when they are ready to act on their needs. And that takes marketing, you need awareness, top of mind connection, a keep in touch strategy, and a highly regarded reputation. A big part of this strategy is your personal (not your company) brand. You need to build a personal brand that is powerful and so strong that your prospects actually seek you out when they are ready to buy.

When we talk personal brand - we are talking about how you position yourself in the market place. How you look, what you say, how you act, the experience the client has when interacting with you, and how well you listen, communicate, and follow-up.

We live in a prejudice society. Oh I am not saying in the way you think, we all just have expectations and those expectations are a prejudice. When we go to the doctor we expect a clean atmosphere, white coats, well trimmed hair, sterile environment. If our doctor walked in looking like our tattoo artist we would run not walk out of there. And consequently, if our tattoo artist looked like our doctor, we would run out of that tattoo parlor as fast as we could. We want our tattoo artist covered in tattoo's - to look like she knows what she is doing, loves what she does, and is good at it! These professionals have a brand, and if you want to turn your prospects into customers you must have a brand too.

So how do you develop a personal brand? Well, for starters, you already have one. May or may not be the one you want, but trust me you have one. Brands get stronger if we proactively design the brand we want. A great exercise is to make a list of ten ways (or competencies) you would want people to describe you. Then ask yourself, how do I proactively deliver on these competencies? Would my prospects and customers describe me this way? If not, what could I do to proactively convey this message? I keep a list of my ten competencies on my desk. I read them out loud every morning - first thing. And over the years, I have evolved to become this brand. I have gained a reputation that matches exactly to my top ten list. My professional field is highly competitive and having a strong brand and distinct reputation is a major asset in my ability to turn my prospects into customers.

So next time you head out to a networking event, to call on a prospect or head to a community meeting take a moment to stop and think. What am I wearing; how do I look; how is my attitude; am I positive and upbeat; am I confident; have I prepared for the call or event; if I tell someone I will do something do I do it; would I hire or work with me; do I look an act in such a way that I exude professionalism, confidence, service and trust?


So test yourself, hold yourself to these standards, and constantly look to improve, mold and expand your brand. You will quickly see your prospects not only turn into customers, but your prospects come to you asking to be your customers. This can be a huge competitive edge!

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Turning Prospects Into Clients - Plan Your Success

How would you answer these questions? Where do you see your life in five years? What specifically do you do and how can you benefit your clients? What makes you different from your competitors? What do you want to accomplish in 2010? How will you know if you were successful? and the list goes on!

If you want to be successful at sales you must have a plan. You need to know where you are going, why you want to go there and how you plan to arrive at your destination. Years ago, I was in yoga class and our teacher was helping us with a new balance pose. It was very hard to do. Mid-way through our exercise she had us all stop, relax and then slowly go back into the pose. This time she told us only to focus on what we were doing well and to put out of our mind how awkward, uncomfortable or out of balance we felt. She told us what we focus on expands.

That statement was so powerful for me, as it was so true and I could relate it to every piece of my life. That day, I observed myself in that yoga pose and watched as my pose got stronger, my balance more solid and my form more aligned. The more I focused and knew what I wanted, the more of that I got!

The same is true for business. You need a focus. There are several ways to design a plan and several strategic planning processes. It is important that you find process that works best for you. For me, that is systems thinking strategic planning. A holistic approach, that ensures you view each part of your business and plan as connected and impacting one another. Regardless of the style you choose, you need to set aside some time to develop your plan. Here are some tips and ideas for making this time productive and successful.

Annually, block two days for a personal business retreat. Yes, there is a chance you can do this in one, but I find blocking two ensures I have made the full commitment to complete this critical job. Sit down and ask yourself these five questions:
1. Where do I want to be or what do I want? (Vision, Mission, Core Values, Goals)
2. What will it look like when I get there? (Key Success Measures)
3. What is my current state? (SWOT Analysis)
4. What are my gaps from current state to desired state? (Key Actions Steps and Behaviors)
5. What is going on in my external environment that could impact my plan? (in the community, market, my client base, competition)


Post your vision, mission and core values somewhere prominent, so you read them everyday. You want to internalize and live this. If you want to achieve it, you need to see it.

Each month review your actions and behaviors. What actions are producing desired results, which are not and what do you need to change going forward?

Lastly, set aside time each quarter to review your whole plan. Again, what is going well, what is not and does anything need to change?

Planning for success is a critical step in not only working smarter and more efficiently, but in building your confidence and your motivation to achieve your dreams. Plan for success and you will achieve it.