{"id":59438,"date":"2022-01-19T18:56:00","date_gmt":"2022-01-19T22:56:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=59438"},"modified":"2022-02-01T11:47:44","modified_gmt":"2022-02-01T15:47:44","slug":"how-to-build-customer-relationships","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/how-to-build-customer-relationships\/","title":{"rendered":"How to Build Customer Relationships (The Sales Bible)"},"content":{"rendered":"\n

How do you build customer relationships<\/a>? How important are those relationships to the sales process?<\/p>\n\n\n\n

In his bestselling classic The Sales Bible<\/em>, Jeffrey Gitomer discusses how to build customer relationships\u2014whether it’s forging relationships with new or prospective customers or retaining current customers. He provides four steps for handling complaints and offers insights on leveraging existing relationships.<\/p>\n\n\n\n

Read more to learn how to build customer relationships.<\/p>\n\n\n\n\n\n\n\n

Building Customer Relationships<\/h2>\n\n\n\n

Even with a positive attitude, articulated goals, and the tools to make a great first impression, you can\u2019t be successful in sales without other people. Gitomer asserts that selling has less to do with your product or prices, and more to do with your relationships: People are more inclined to buy from someone they know, trust, and have a good relationship with. <\/strong>Being friends with your customers also makes the selling process easier for you\u2014they\u2019re happy to buy from you, are more forgiving if you make the occasional mistake, and are loyal to you, so you shut out the competition. <\/strong><\/p>\n\n\n\n

(Shortform note: The type of salesperson that Gitomer describes is a \u201crelationship builder.\u201d In The Challenger Sale<\/em><\/a>, Matthew Dixon and Brent Adamson write that this is one of five types of salespeople, the others being the \u201chard worker,\u201d the \u201clone wolf,\u201d the \u201creactive problem-solver,\u201d and the \u201cchallenger.\u201d Contrary to Gitomer\u2019s advice, Dixon and Adamson argue that the relationship builder is actually the least<\/em> likely to succeed, while the challenger consistently outperforms the others<\/a>.) <\/p>\n\n\n\n

Here are Gitomer\u2019s tips for how to build customer relationships.<\/p>\n\n\n\n

How to Build Relationships With New or Prospective Customers<\/h3>\n\n\n\n

Gitomer\u2019s main strategy for developing relationships with customers is to meet them outside of an office setting. <\/strong>He recommends inviting them to attend a company-hosted seminar, to have a meal with you, or to play a common sport like golf or tennis. (Shortform note: If you\u2019re meeting a customer for the very first time, it might be best to meet them in an office<\/a>\u2014in one study, 75 percent of clients said that a business setting makes a positive impression, while 47 percent said that meeting in a cafe leaves a negative impression.) <\/p>\n\n\n\n

How to Retain Customers<\/h3>\n\n\n\n

Gitomer writes that to keep your customers happy and loyal, you should provide excellent customer service\u2014otherwise, you risk losing their business. Customers take their business elsewhere over small things like a rude comment, delayed response, or lack of accountability<\/a>. (Shortform note: One survey found that customers value four dimensions of customer service<\/a> in particular: care and concern, initiative, problem solving, and recovery\u2014which includes being able to apologize when something goes wrong.)<\/p>\n\n\n\n

Handling Complaints<\/h4>\n\n\n\n

One important aspect of customer service is responding to complaints. In fact, Gitomer contends that if you handle customer complaints well, you can strengthen your customers\u2019 loyalty. If a customer comes to you with a complaint, Gitomer recommends the following steps:<\/p>\n\n\n\n

1) Listen. <\/strong>Don\u2019t get angry or defensive, and resist the urge to interrupt. Your job isn\u2019t to argue with them and get them to see your point of view, but to see their<\/em> point of view and find ways to alleviate their pain points. (Shortform note: An important part of listening is understanding <\/em>what the other person is saying. In Nonviolent Communication<\/em><\/a>, Marshall B. Rosenberg advises paraphrasing the other person\u2019s complaints in the form of a question<\/a>. Doing this keeps you from misinterpreting their words and demonstrates that you\u2019re listening and empathizing with the customer.)   <\/p>\n\n\n\n

2) Take responsibility<\/a>. <\/strong>Tell the customer that you\u2019ll take care of it\u2014don\u2019t dodge the complaint by saying it isn\u2019t your job. Communicate possible solutions. Once you\u2019ve decided on a course of action, let the customer know what you plan to do, then do it right away. Aim to resolve the issue within 12 to 24 hours. (Shortform note: Even if the customer is wrong<\/a>, experts recommend that you still take responsibility by finding a solution or a compromise that works for everyone concerned. This way, you\u2019re able to satisfy the customer and strengthen the relationship.) <\/p>\n\n\n\n

3) Follow up. <\/strong>Call them back after resolving the issue to make sure that they\u2019re happy. If you can, get some feedback from the customer by asking them to write a couple of sentences about how the issue was resolved. (Shortform note: Research shows that conducting a follow-up call to check if the issue has been resolved increases customer satisfaction and engagement,<\/a> because customers feel valued. This then makes the customer more loyal to you.)<\/p>\n\n\n\n

4) Evaluate. <\/strong>Reflect on what you\u2019ve learned and if there\u2019s anything you need to change to keep the problem from recurring. (Shortform note: You may have to reflect on a relationship with a regular customer if they repeatedly cause problems. If the amount of business they give you isn\u2019t worth the accompanying time and stress, then consider letting them go.<\/a>)<\/p>\n\n\n\n

How to Leverage Existing Relationships<\/h3>\n\n\n\n

While it\u2019s important to keep seeking out prospects and expanding your customer base, Gitomer says you shouldn\u2019t forget that your best new prospects are your existing customers.<\/strong> Since you\u2019ve done the work of building the relationship, they already know, like, and trust you, making them more receptive to you than prospects that you\u2019re just starting to get to know. He writes that you can make the most of these relationships by offering new products and upgrades or refills for existing products. <\/p>\n\n\n\n

(Shortform note: Instead of calling existing customers only when you have an upgrade or a new product to sell, take advantage of your existing relationship by meeting with them every quarter<\/a>. Use these meetings as an opportunity to ask for feedback<\/a> that may help you improve your products or give you an opening to sell other products<\/a>. You can also check if other departments might be in need of your offerings.)<\/p>\n","protected":false},"excerpt":{"rendered":"

How do you build customer relationships? How important are those relationships to the sales process? In his bestselling classic The Sales Bible, Jeffrey Gitomer discusses how to build customer relationships\u2014whether it’s forging relationships with new or prospective customers or retaining current customers. He provides four steps for handling complaints and offers insights on leveraging existing relationships. Read more to learn how to build customer relationships.<\/p>\n","protected":false},"author":9,"featured_media":59440,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,34,103],"tags":[572],"class_list":["post-59438","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-communication","category-sales","tag-the-sales-bible","","tg-column-two"],"yoast_head":"\nHow to Build Customer Relationships (The Sales Bible) - Shortform Books<\/title>\n<meta name=\"description\" content=\"You can\u2019t be successful in sales without other people. 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