When a major Miami-based company brought their sales team together for training in Aruba recently, they asked Magnovo Training Group to bring our Relational Sales Training to the group. The major learning was around how to best connect with customers based on their personality styles and how to speak in that customer’s language. To be a great salesperson is to identify needs based on the customer’s communication style.

This relational sales training workshop was customized very specifically for their high revenue generating departments. We reviewed the principles behind Campfire Leadership and how we all look at things differently based on what our goals and needs are. Those goals and needs are based on what our personality style is. The key for these departments was to understand that the customer’s goals and desires for what they want done and how they want it done are going to be very different based on individual personalities.

As salespeople, when we understand what our strengths and weaknesses are and can identify the other person’s communication style we’re going to be able to more effectively deliver a “wow” experience for the customer. We’re going to be able to make sure we identify what their goals and needs are and be able to deliver them based on understanding them better and connecting with them.

Relational sales requires having the right attitude because the customer will be asking:
1. Do I like you?
2. Can you help me?
3. Do I trust you?

So how does a salesperson make a connection with the customer? One of the best ways to answer that is to talk about how not to make a connection. If a customer detects the salesperson is just trying to make the sale or like they’re “being sold” or being served by an order taker they’re not going to have that connection. And they won’t have that “wow” experience that they desire. If a salesperson’s goal is sincerely to assist that person, then they will quickly gain trust and gain a customer.

It’s important to remember that the customer will share their experience with others – whether it’s good, bad or indifferent, they won’t keep it to themselves. Taking the time to make a connection with the customer and create a “wow” experience will help future sales in whatever department you’re in. Relational Sales Training is all about that connection.