The Triangle Offense Building your own sales pyramid-one step at a time
By Barry Farber
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All salespeople recognize this one simple truth: Most of thebusiness we do is based on the relationships we have with ourcustomers. It stands to reason, then, that your best customers willbe those with whom you have the best relationships. But how do youbuild those "best" relationships?
You need to construct a foundation step by step. Each step leadsto the next level, and the next, and the next. In fact, there arefour levels that make up the sales-success pyramid:
Level 1: Prospecting and Presentation
Just about every company trains new salespeople by teaching"funnel selling"--that is, the more cold calls you make,the more sales you make at the end of the funnel. What's mostimportant, however, is what's inside the funnel--how you take acustomer from the first appointment through the sales cycle to theclose.
There are successful salespeople who simply call, get theappointment, close and move on. They sell by the sheer numbers ofcalls they make. The disadvantage, though, is that their energiesaren't being used synergistically; they're expending energyon individual calls instead of forming the kinds of relationshipsthat generate repeat business.
Level 2: Relationship Selling
If you want customers to come back, they have to like, respect andtrust you. That trust means:
- Truth. Customers expectthat if your product or service isn't right for them,you'll let them know. If you do, they'll call youagain.
- Reliability. Customers wantto know you'll be there when they need you, you'll keepyour promises and you'll deliver more than expected.
- Understanding. Trueunderstanding means listening to customers' needs, getting toknow their goals and figuring out what they want toaccomplish.
- Service. What do you do todifferentiate yourself? Do you give value-added service socustomers will be willing to pay more?
Level 3: Solution Selling
In order to provide solutions for your customers, you have to askbetter questions, fully understand your customers' needs andgoals, and become an expert in their businesses as well as yourown. You're not only selling a particular product or service,but you're also selling a complete package that includesquality products, customer service and your unique ability to helpsolve customers' problems.
Level 4: Partnership Selling
You'll hit the highest level of the selling pyramid whencustomers see you as a partner in their businesses. You get to thepoint where, as in any good friendship, you don't have to makesmall talk anymore. You can just sit back, relax and enjoy. Yourbest customers should feel this same kind of ease with you. Theyknow the value you've provided at the other three levels of thepyramid; you can stand proudly and comfortably at the top.
But you can't stay there forever. In fact, sales repsconstantly go up and down the pyramid. And incessant prospectingwill keep your foundation solid and strong. So, once you reach thetop level with your current customers, you should start making morecold calls. Your success will provide you with the confidence youneed. Don't stop and rest on your laurels--your pyramid'sfoundation will fall apart. Instead, if you constantly reinforceand fortify the base of your pyramid, you will have built a strongfoundation for success.
