Five Basic Elements of a Sales Relationship
by Helaine Iris

I've seen it over and over - small
business owners who get nervous
and uncomfortable when it's time to
assume the role of salesperson. Sales are the backbone of your company's health
and most entrepreneurs are not trained sales professionals. In fact, most business
owners are reluctant, resistant sales people, worried about being perceived as
pushy, or worse yet, sleazy and as a result, they don't get out and sell.

It seems to be a universal, ever present, nagging concern: How do I present myself
in an authentic, effective manner that makes me feel comfortable and accomplish
my sales goals all at the same time?

Here's how to create an authentic and powerful transformation.  Move from your
worried perception of yourself as a sales persuader targeting a victim with money,
to a professional consultant whose goal is to partner with a customer to help fulfill
their wants, needs and desires.

Sounds better already, doesn't it?

These are my 5 key elements of a professional, comfortable, consultative

Honesty and Candor
Communicate clearly what your product or service can and cannot provide, even in
the face of losing the customer's business.

Peer-Level Perception
Present yourself as a colleague; a peer who is jointly evaluating with the buyer,
whether a business relationship will be mutually beneficial.

Patience to Allow a Relationship to Develop
Sometimes you can hit it off immediately with someone; other times it can take
months for the relationship to develop. It's ok to let time take its course.  

Although you may not be friends, respect what the buyer's values and intent are,
and the buyer will respect your approach to business and your professionalism.

Hold the perspective that you will sell to the "right" buyer. Trusting that true needs
will be served, if the buyer is a good fit it will keep you relaxed and enjoying the

About the author: Helaine is a Life and Business Coach, who has been featured in
numerous publications, including "O" The Oprah Magazine. She helps
entrepreneurs accelerate their professional success, while achieving a more
fulfilling personal life. She combines a broad range of professional experience in her
work, including management positions in the education, training, retail and
international non-profit sectors. For a free consultation, contact her at 603.363.4252 to
discuss how she can help you accelerate your own success. You may also visit her
Path of Purpose, for additional information, or email your questions to
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