Andrew Nisbet - The Art of Relationship Selling: How to Create Win-Win Outcomes That Generate Loyal, Long-Term Relationships and Maximise Profit
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- Book:The Art of Relationship Selling: How to Create Win-Win Outcomes That Generate Loyal, Long-Term Relationships and Maximise Profit
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We need trusting, customer-supplier relationships now more than ever.
Technology allows us to understand customers far better at a data level and gives us myriad new ways to communicate. But this explosion of data and technology also creates noise; noise we have to cut through to find trust.
Trust. It sits at the heart of all strong relationships. It is no less so in customer relationships.
And without trust, the sales process becomes transactional.
The dynamics of a technology-based, fast-paced, commercially oriented world cause many salespeople to fall into the transactional-selling trap. Customers tune out salespeople who waste their time and dont provide value. As a result, salespeople become disillusioned with the profession and seek quick fixes and less personal tactics to engage with customers.
The Art of Relationship Selling teaches salespeople to move away from transactional selling and toward purposeful, sustainable relationship selling to become the indelible magic that brings their brandand purposeto life, in a way customers can feel and trust.
If youre a salesperson who:
- finds it harder to connect with customers and believes there must be a better way
- is new to the profession and wants to know how to sell purposefully
- wants to stay relevant in a changing world and be a linchpin salesperson
- wants more trusting and rewarding relationships with your customers
- just wants to be better at what you do
then this book is for you.
If you are a sales leader who:
- worries about the loyalty of your customers
- believes relationships can now be handled by technology
- wants a better sales culture
then this book is for you.
The shift from transactional selling to the art of relationship selling is a journeyand this book is your map.
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The Art of Relationship Selling
Copyright 2021 by Andrew Nisbet.
All rights reserved.
Published by Grammar Factory Publishing, an imprint of MacMillan Company Limited.
No part of this book may be used or reproduced in any manner whatsoever without the prior written permission of the author, except in the case of brief passages quoted in a book review or article. All enquiries should be made to the author.
Grammar Factory Publishing
MacMillan Company Limited
25 Telegram Mews, 39th Floor, Suite 3906
Toronto, Ontario, Canada
M5V 3Z1
www.grammarfactory.com
Nisbet, Andrew.
The Art of Relationship Selling: How to Create Win-Win Outcomes That Generate Loyal Long-Term Relationships and Maximise Profit / Andrew Nisbet.
Paperback ISBN 978-1-98973-738-5
eBook ISBN 978-1-98973-739-2
1. BUS058000 BUSINESS & ECONOMICS / Sales & Selling / General. 2. BUS058010 BUSINESS & ECONOMICS / Sales & Selling / Management. 3. BUS020000 BUSINESS & ECONOMICS / Development / Business Development.
Production Credits
Cover design by Designerbility
Interior layout design by Dania Zafar
Book production and editorial services by Grammar Factory Publishing
Grammar Factorys Carbon Neutral Publishing Commitment
From January 1st, 2020 onwards, Grammar Factory Publishing is proud to be neutralizing the carbon footprint of all printed copies of its authors books printed by or ordered directly through Grammar Factory or its affiliated companies through the purchase of Gold Standard-Certified International Offsets.
Disclaimer
The material in this publication is of the nature of general comment only and does not represent professional advice. It is not intended to provide specific guidance for particular circumstances, and it should not be relied on as the basis for any decision to take action or not take action on any matter which it covers. Readers should obtain professional advice where appropriate, before making any such decision. To the maximum extent permitted by law, the author and publisher disclaim all responsibility and liability to any person, arising directly or indirectly from any person taking or not taking action based on the information in this publication.
My deepest thanks to David Yule for helping me all those years ago to join the dots between just selling and understanding the psychology of emotional selling
and for the great stories we continue to tell each other and laugh about!
AN ANDREW NISBET MANTRA
I WAS HAVING LUNCH WITH A FEW BUSINESS OWNERS THAT I had known for some time, and the conversation around the table quickly turned into a discussion about how customers do not value relationships any more.
How the old days are gone! The days when we could talk freely with the owners of our customers businesses and remind them of what we had done together in the past and, in turn, they would ensure they gave us their business. How we now have to deal with procurement professionals who are only interested in the cheapest price. I listened intently as three different business owners each fed into the conversation about the good old days and talked about the downward spiral they were now getting themselves into. (I promise I didnt start the conversation; however, I was happy it went on to this topic!)
I waited for the space in the conversation where I could challenge them to consider a different viewpoint. When it came, my first question for them was, Is your business model built on always being the cheapest price in the market, no matter what? Their collective answer was, No way! The follow-up question was, Okay, so when your customer asks you for the best price or tells you theyre getting better prices elsewhere, what do you do? All three answered, We work on trying to win the business on value and generally will also drop our prices. So, I said, The procurement person gets your value at a discounted price, is that correct? And if they come back to you with a better price from somewhere else, would you still try to match this? Yes, was their collective answer. I then reminded them of their answer to my first question that their business model was not about being the cheapest. And yet that was the trap they had fallen into.
The next question was a what if question:
This question sparked some great conversation about new sales approaches to explore (take a minute here and think how you would answer this question yourself).
When we first started chatting, all these business owners could see were roadblocks and brick walls. They could not see any way forward in selling value when they constantly had to drop prices to win business. They were blaming the customer for being the problem. Value propositions and how to engage with customers to build loyalty had shifted, but the owners attitudes had not. However, when I asked the question above, something did shift. They realised that what they really had to sell was the relationship. By the end of the conversation, all three business owners had ideas that would open up opportunities for them. By the end of the discussion, they could see a way forward. They could see ways to have different conversations, with many stakeholders in their customers businesses, that they just could not see before. Sounds good, right? Even too good to be true? No
With commitment and a curious mind, anyone can learn the art of relationship selling.
You may already be on a journey of discovery, or just starting out, but whatever your reason for reading this book:
I have spent much of my working life in relationship selling, from one-on-one business relationships to multi-level relationship selling. I have trained and coached many salespeople over many years, helping them to develop their understanding of what is required in relationship selling, while all the time further developing my relationship-selling artistry. But I didnt start out this way
No time was spent thinking about why I was successful and why a particular sale or customer interaction did or did not work. When I hit a brick wall, I used price to try to win the customer over. Sometimes this worked; however, more often than not, the customer would be enticed by another, even cheaper supplier.
I did this because I just assumed the customer would know the value. I did not realise, in my early career, that great selling is about what is good for the customer and giving them a reason, other than price, to buy from me.
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