It’s Not Just About Relationships in Sales – It’s About Creating Value

It’s Not Just About Relationships in Sales – It’s About Creating Value
In sales, people love to say, “It’s all about relationships.” And sure, relationships are great. But let’s be real – you can have the best relationship in the world, but if you’re not creating value, you’re just another friendly face. The real sales superstars know it’s about solving problems, not just shaking hands and swapping pleasantries. Let’s dive in.
Find the Pain – and Be Curious About It
Here’s the deal: if you want to create value, you’ve got to understand your client’s biggest issues. And no, “Tell me about your challenges” isn’t going to cut it. You’ve got to channel your inner detective and ask the juicy questions.
What’s really keeping them up at night? Are they struggling to prospect? Maybe it’s an outdated client onboarding process that’s driving new business away? Is client retention an issue? When you zero in on the real problem, you’re no longer just someone with something to sell – you’re the hero with the answers.
Put a Price Tag on the Problem
Okay, so you’ve found the problem. Nice work! But now it’s time to put a number on it. What’s it costing them to let this issue fester?
People love numbers. They’re concrete, they’re scary, and they’re motivating. So, if you help your client identify what their inefficiency is costing them, say its $250,000 a year, and clarify how long it’s been a problem, say 4 years – that’s $1mm which I would say is a big problem, wouldn’t you? Mrs. Client if I could help you solve that problem would that be valuable to you? Show them why they can’t afford to ignore you.
Be the Fixer (Even If You Don’t Make a Sale)
Here’s where things get spicy: your job isn’t just to sell your product. Your job is to solve their problem – even if that means recommending something you don’t sell. Wait, what? Yes, you heard me.
When you’re focused on actually helping your client, magic happens. They start to trust you. They see you as a partner, not just a salesperson. And that trust? It’s the golden ticket. Because even if they don’t buy today, they’re going to remember the person who helped them figure out how to save thousands in client retention or drive more revenue with new prospects.
Create Raving Fans, Not Just Customers
If you play your cards right, your clients won’t just buy from you – they’ll tell everyone they know how awesome you are. Why? Because you helped them. Whether your product was the solution or not, you showed you care more about their success than your commission check.
People love to brag about their great finds, so when your client’s telling their network, “This person totally helped me fix a $50,000-a-month problem, and they didn’t even push their product on me,” your phone’s going to start ringing.
The Bottom Line
Yeah, relationships are nice. But let’s face it: relationships built on value are where the real magic happens. When you understand your client’s pain points, quantify the cost of doing nothing, and focus on solving their problems – whether or not your product is the answer – you’re not just another salesperson. You’re the trusted partner they’ll never forget. And that, my friend, is how you crush it in sales.