Relationship Selling – The Buy and Buy

By understanding the dating process, you can better understand the selling process, and why some sales people have such a repeat business they never have to cold call. Let’s take a look.

Here are the typical steps in the dating process.

-First meeting or introduction

-Second meeting

-Get to know each other

-First date, social gathering

-Second date another social gathering

-Romantic dinner or movie

-Several more dates

-Meet the parents

-Pop the question

-Engagement period


If you ask your date to marry on the first meeting, you will probably get rejected! There is a process and following the steps of this process is necessary to have a successful relationship.

Now, let’s look at a typical sales process.

-Cold call

-Second cold call

-Business meeting or event

-Warm call or referral



-Present to decision makers


If you ask your prospect to buy on the cold call, you will get rejected, just like above.

So write down the steps to your sales process and follow them. In fact, the more steps you have, the better the chance of closing the sale.

Relationship selling is simply the most powerful sales tool you could ever employ. Forget all the closes, trial closes and persuasive techniques. Establish a relationship with your client that will insure repeat business more than anything else.

How exactly do you establish this relationship?

First, you must find common ground; something outside of work, but not too far. Here are some relationship selling examples…

-Birthday cards





-Personal collections, stamps, golf balls, pictures, stamps, cards, figures and more.







-Weight loss

I think you get the picture. You must find something that you relate to then expand on that. Add a golf ball to their collection, discuss fishing tips, share diet plans.

It does take some energy to do this, but clients want to buy from someone they like and trust. The best way to establish this is to find the common ground and relate to them.

After the sale is made, stay in touch with your client at least every 90 days. Drop them an e-mail to ask how it’s going. Most sales people never do this and just show back up when it’s time to renew.

Relationship selling is the ultimate continuing sales process that springs forth an eternal source of renewals and referrals.

You client wants to deal with someone they feel cares about them. If you care about them, you must care about their company. Go get em!

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