The Relationship Buyer
Practical ways to sell to the relationship buyer, who buys from people they know and trust.
Relationships come first. Invest time in them.
10 tips that really help
These ideas come from Influence (Robert Cialdini), Pre-Suasion (Robert Cialdini), Thinking, Fast and Slow (Daniel Kahneman), and everyday practice. The first six help the most. Pick one and try it today.
Relationship buyers choose people
Trust and personal connection matter more to them than features or price.
Invest time.
Spend time on rapport
Chat and learn about them as people, and do not rush into business.
Be patient.
Show you care through actions
Remember details and follow through on small promises.
Take notes.
Be consistent over time
Reliability builds the loyalty these buyers value most.
Keep regular contact.
Offer personal service
Give them your direct number and a named contact.
Share your details.
Share your own story
Letting them know who you are makes trust easier.
Be authentic.
Introduce your team
Faces and names create comfort.
Include colleagues.
Avoid hard selling
Let the relationship lead and the sale follow.
Stay relaxed.
Nurture the relationship over years
Stay in touch even between purchases.
Plan regular touches.
Trust leads the sale
They buy from people.
Invest time.
Easy things to say
When you are stuck, pick one of these. They work in many sales conversations.
“It is lovely to catch up.”
“How is your family?”
“I will always be honest with you.”
“Let us have coffee.”
“I will look after this personally.”
“Thank you for your trust.”
Your first week
One small action a day. Each day is only a little bigger than the last.
Build rapport first
Meet in person when possible
Remember personal details
Show reliability
Follow up with warmth
Be patient
Review
Further reading
- Influence (Robert Cialdini)
- Pre-Suasion (Robert Cialdini)
- Thinking, Fast and Slow (Daniel Kahneman)
The tips above are written in our own words and are general guidance. The books are suggestions for further reading.
More lessons in “Why People Buy”
Keep going. Small steps every day make a big change.
← Previous: The Quick-Decision BuyerNext: The Cautious Buyer →
- Reciprocity: Give First
- Commitment: Start Small
- Social Proof: People Follow People
- Authority: Show Your Expertise
- Liking: Be Someone People Enjoy
- Scarcity: Real Limits, Honest Deadlines
- Unity: Be Part of Their Tribe
- People Buy With Feelings, Justify With Facts
- The Two Minds of Every Buyer
- Why Choice Overload Freezes People
- Anchoring: Why the First Number Matters
- The Fear of Missing Out
- Loss Hurts More Than Gain Feels Good
- Why People Hate Change
- Pre-Suasion: What Comes First Matters
- Frame Your Offer Positively
- Ask Small Questions That Say Yes
- Use Reassuring Words
- Choose Your Moment
- Create a Comfortable Environment
- Start With Common Ground
- The Line Between Persuading and Pushing
- Never Fake Scarcity
- Use Social Proof Honestly
- Be Transparent About Trade-offs
- Persuade With Their Interests, Not Yours
- Why Honest Sellers Win Long Term
- The Newspaper Test
- Offer Clear Defaults
- Cut the Number of Options
- Show the Next Step Plainly
- Reduce Risk With Guarantees
- Offer a Small First Step
- Remove Hidden Hassles
- The Analytical Buyer
- The Quick-Decision Buyer
- The Relationship Buyer
- The Cautious Buyer
- Buying for a Team vs Buying Alone
- Adapt Your Style in Minutes
