We all want to be liked by our clients, we want to have a good relationship with them, it makes the interactions easier after all.

Building a relationship with your clients, being nice and likeable, thinking ‘the-client-is-always-right’, being generous with your time and working hard for your them are all worthy skills…


Do they mean you win a sale, or future sales?

How likely would existing clients be to re-purchase from you just because you get on well?

Here’s what a global head of sales in the hospitality industry had to say about this:

“…this is really hard to look at. Because for the last ten years it’s been our stated strategy to hire effective relationship builders…”

What’s reassuring is that even big businesses make this mistake, they also prefer to focus on building submissive, non-assertive relationships with their customers rather than challenging them…

However, Neil Rackman, founder of a world-renowned sales training company says:

“It (a customer relationship) is a reward that the sales person earns by creating customer value.

If you help customers think differently and bring them new ideas – which is what the ‘Challenger’ sales rep does – then you earn the right to a relationship”

So, successful selling and a profitable relationship with your client comes from challenging them and not just having a cosy relationship with them.

A subtle but vital distinction.

To be successful in sales you need to recruit Challenger sales people, not Relationship Builders, and then train all your existing sales people in the skills of being a Challenger – click here to find out how…