In these times of recession, when it seems harder to get appointments, how can you improve relationships to win more sales now?

Kathy is an acknowledged “sales superstar” who learned the answer from her largest client, a major retailer. In December of 2008, Kathy’s largest client said, “When we get together next time, I’d like you to tell me what I can do to make it easier for us to do business with one another. I can’t promise that I will be able to do it, but I want to know what would be helpful to you.” Kathy was stunned, but pleased. No client had ever asked for her opinion on what would make it easier for her to do business with the buyer! She thanked her client for the thoughtful assignment.

By their next meeting, Kathy had given careful thought to what her client had asked. She repeated what she had heard the client say. Kathy’s request was simple and direct. The client said she would try but couldn’t make any promises, and thanked Kathy for responding.

So far, Kathy has not received the specific information requested. But Kathy has been introduced into other departments, and is developing new relationships within the company. She’s also quoting on several new items that she had never provided the client. It appears that Kathy’s business with this client will improve dramatically in 2009 and she will retain her “sales superstar” reputation.

So, what did Kathy learn about how to improve relationships to win more sales now?

These Communication Tips can effectively improve relationships to win more sales now:

1. Listen to your clients.

2. Pay attention.

3. Follow up quickly.

4. Ask for feedback.

5. Be Proactive.

If a client takes time to volunteer information, it’s a sign that they are comfortable with you. Build your relationship by collecting tidbits of information. Keep a file to remember their hobbies, children’s names, important dates and upcoming events of interest.

Take your client’s comments and requests seriously. Weave references to the information into future conversations. Refer to the client’s needs. Find out how the requested information was used. Did it help your client accomplish their goals?

Take the initiative to learn about your client on a deeper level. Everyone likes to feel appreciated and special. Whether you “make the sale” or not, you will advance and deepen the relationship using these communication tools.

Serve First.

Above all, remember to demonstrate service to your client before sales for yourself. The two go hand in hand, usually in that order.

Sometimes you get lucky and the client gives you an opening, but most “sales superstars” will admit that a lot of attention was paid to helping the client before the luck kicked in.

Oh, by the way, help yourself to a taste of Integrity-Based Communications. You can download the first two chapters for free now.