CHAPTER 15

Relationship Building

Your eighth Value-Added Selling strategy answers this question: “How is my personal and professional relationship with the customer?”

Relationships are the cornerstone of Value-Added Selling. When buyers make a value-added buying decision, they commit to something bigger than a product; they commit to the relationship with the seller.

There were two striking findings in our BSP research. The first was the power of relationships. We asked top-achieving salespeople what percentage of their success they attributed to their relationship with customers. They admitted that an astounding 79 percent of their success came from customer relationships. In a recent follow-up study, purchasing agents admitted that 59 percent ...

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