Many people in all different types of sales consider forging a strong bond with potential clients as the holy grail to achieving sales success. The common belief is that nurturing a relationship is a prerequisite before expecting any tangible results. While there’s a kernel of truth in this, it’s this very mindset that often prolongs the sales cycle. This type of salespeople tend to “get AROUND to business and rarely get DOWN to business”.
However, we do know that our demeanor and our communication style create an image with prospects. In our prospect’s mind, that image is a reflection of our company. Naturally, we wouldn’t interact with a new prospect in the same relaxed manner as we would with our bowling buddies on a Saturday night.
The value of having a professional demeanor with new prospects is obvious. But, what about clients with whom you have developed a long-term relationship? What about the people with whom you have developed a friendship? Is it all right to let your guard down with them?
While friendships with clients can shift the relational dynamics, the core nature remains the same: it’s a “buyer-seller” dynamic. No matter how cozy the relationship gets, the professional aspect should always be paramount. Why? Over-familiarity can lead to blurred lines, where “minor favors,” be it in pricing or deliverables, are seen by the client as mere friendly gestures. While these might seem insignificant to them, it might require significant effort on your part. Such transactions under the guise of friendship can strain both the personal and professional relationship.
It’s okay to show compassion and offer a sympathetic ear to your clients when the situation calls for it (but never seeking one), as long as it doesn’t overshadow the professional relationship. Drawing a parallel, a professional taxi driver won’t switch off the meter, regardless of how engaging the conversation with the passenger is. Similarly, an OOH sales professional shouldn’t let personal relationships interfere with their professional integrity.
Your primary identity is that of a salesperson. Maintain that or delegate the client to another colleague if boundaries start getting blurred. Remember, realigning a relationship that’s lost its focus can be incredibly challenging.
Need help with sales skills or coaching to take your out of home company to the next level. Learn more about OOH Sales Mastery at oohmastery.com or Contact Dan Nausley at dan.nausley@sandler.com, 423.702.5579.
Lisa & Dan Nausley of Sandler Chattanooga have developed the OOH Sales Mastery Program after more than a decade of training/coaching scores of OOH Operators across the country in sales, leadership, and executive coaching.
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