How to create a strategic relationship with its customers? | Connect Information

December 4, 2022

Jean-Pierre Lauzier, consultant, sales speaker and author of the book “Le coeur aux sales”, always gives his personal and commercial advice to the development of Isarta Infos. Now, he approaches the idea of ​​building strategic relationships with his clients.

If you have developed a relationship where your customer sees a lot of added value in doing business with you, has more trust in you than your competitors and where he considers the price of your products or services as a secondary element in those purchase decision, then your customer sees you as a key strategic partner in achieving their goals. And this position guarantees you great long-term loyalty and satisfaction.

You probably have a few clients with this type of relationship, maybe many, but the majority? Is it possible? If you answer no—because you don’t sell strategic products or don’t have access to senior management or for any other reason—it’s very difficult for you to be a critical partner. This kind of privileged relationship does not depend on your products, your sales sector, your contacts, etc. : it depends only on you, your character, your main interest.

Create an important strategic relationship

The first step in establishing such a business relationship is to clearly define your role with your customers. If you believe that your role is to sell your products and services, respond to customer requests and follow up, you will not build such a privileged relationship.

You will certainly make a living, but you may not achieve spectacular results. On the other hand, if you position yourself in a way that helps the customer to be more efficient, more efficient, and build customer loyalty, you create the conditions for building this strategic relationship. And your results will likely be fantastic.

First, to position yourself as a strategic partner to your client, you must know his vision, his values, his goals, his challenges, the reasons why his clients buy the his company or his department, his competitive advantages, etc. You should really know this.

Based on this information, you will always provide them with solutions that align with their business strategy and that address their concerns. This is how you work FOR him. You can be a partner by helping him get what he wants.

Build greater confidence by being proactive

In order for the customer to open up to you about these different aspects of their business and for you to build a better business relationship, you need to build trust in your relationship. How do you get there and get the most out of the relationship? By being proactive in every aspect of this relationship.

You need to follow a solid plan of action that will allow you to build a business relationship that will deepen and grow richer over time. Here are the ten most beneficial actions you can take to build and deepen that trust:

  1. Communicate in the customer’s language at all times,
  2. Dare to do things differently and step out of your comfort zone,
  3. Express a sincere desire to help before wanting your commission,
  4. Put your ego aside and put your customer first,
  5. Bring more value to your client with your recommendations,
  6. Improve your skills by improving your skills,
  7. Increase your Likeability Quotient,
  8. Match your profile to your partner’s personality,
  9. Listening more than talking and being kind,
  10. You have improved every day for the last nine points.

The role of the representative who excels is to build privileged relationships of trust with all his clients, to understand the strategic orientations of their companies or departments and to help them as much as possible by staying active.

If you don’t want to be replaced by more powerful partners or tools in the near future, work in this direction with the goal of providing more value to each of your customers. Your clients and bosses will see you as a key strategic partner necessary for their success; instead, they encourage and facilitate yours.

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