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.
