The Importance of Relationship Building in Sales

Seth Godin defines Permission Marketing as a “fundamentally different way of thinking about advertising and customers.” In other words rather than going the normal route that advertisers use by bombarding potential customers with information and ads, we as marketers are starting to use a method where we slowly gain the trust of customers and leisurely present them with ads and information. There are many things that create Permission Marketing important, however I believe the first and most important step is building relationships with those customers.

This method is most effective because its focus is customer based. In this aspect, the main idea is somewhat similar to the concept of inbound marketing, where the sale is solely based on the consumer and not the sale itself. Caring about the customers needs and wants and having knowledge of the problem they are trying to solve, along with going above and beyond to make sure what they are buying is the right fit for them is the ultimate goal. In performing these actions in your sales, you are more likely to gain the consumers trust. In gaining this trust the relationship will begin to grow. In the long run that is the end goal. The more relationships you have, the more sales you will have. But at the end of the day, its all about instilling that initial trust and attention directly to the customer.

Once the initial seed is planted and those relationships are developed, Permission Marketing becomes, in Godin’s words, “ personalized, anticipated, frequent, and relevant communication” between customers and dealers. For example, for some reason this reminds me of when businessmen go play a round of golf to talk about a business deal. The little relationship seed has been planted, and its being watered when they talk about things they have in common (like golf). They go play a round without talking about business, and that makes the seed begins to sprout and grow. A little while later, you go play again but this time business is the main topic. Because you have that foundation already implemented, the deal is easier to discuses and even easier to close. You know what the customer wants, needs, and how to approach them about specific topics.

By developing these relationships with your customers, and being solely focused on them and their needs, this method will be the most effective. Your sales will increase along with your clientele, which for most salesmen is the ultimate goal.

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