Unlocking the Secret of Mutual Success

Selling is all about establishing mutually beneficial relationships, and when
you think about it, that’s the type of relationship we strive for in every aspect
of our lives. The most productive relationships are those in which each
person involved thrives independently and can bring something of value to
the relationship.

In business, particularly in sales, making everyone around you successful
delivers several things of value:

Return business: Satisfied customers are more likely to come back to
you the next time they’re in the market for your product or service . . .
assuming they think of you, which is why it is so important to keep in
touch with customers.

Increased sales volume: A successful business customer is more profitable
and has the money to purchase more products and services from you.

Positive referrals: When customers are happy, particularly if you had
something to do with it, they’re more likely to refer you to other people
they know.

Positive testimonials: Testimonials are great to include in sales letters,
brochures, and other marketing materials. If future prospects know that
you’ve helped others, they have more trust that you can help them.

Increased opportunities: Focusing on your customer’s success often
opens your mind to new ideas for additional products and services and
perhaps even new divisions or businesses you can start.

In the following sections, I offer some suggestions on how to ensure your own
success by making everyone around you more successful.

Making your customers successful

Your customer’s success is your success, so it is in your best interest to make
your customer as successful as possible. That doesn’t mean giving away your
products and services. It does mean enabling your customer to tap the full
potential of what you’re selling and to assist your customer even when that
assistance doesn’t directly boost sales.

You may be called on to offer your customer some free advice, refer them to
other companies for products and services you don’t sell, or even do a little
head-hunting for them to steer them in the direction of the most qualified
personnel in your area.

Become your own customer, as much as possible. Try to buy the same product
or one that’s similar to what you sell from another salesperson to discover
insights from your customer’s point of view. (You don’t actually have to
buy it.