This topic is ultra-important.  If you can define and reach a “deep relationship”, you have secured trust, credibility, and the ability to communicate openly.  There may be a myriad of books on how to create a deep business relationship, yet this creation is a personal thing.  It is based on your connection, or ability to connect with your client.

Above all, a deep and enduring relationship is based on your clients receptiveness and their ability to value a durable personal relationship as well.  When the customer is receptive, this is an area that you can master, and an area that you can profit from.

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Deep, enduring customer relationships are the prize in some sectors of the sales world.  You will not have these with all customers, as an effort is required which goes far beyond the norm.  The objective is to have it with the most important clients.  Remember, if you don’t have a deep relationship with your buyer another sales professional will attempt to gain the buyer’s preference.

What is a “Deep Relationship”?

Before we discuss how to get there, we need to discuss the characteristics of this type of relationship:

• Preference – You receive preference in the buying relationship and buying process.
• A “Business” Friend – You are a trusted confidant with unlimited access to the buyer.
• A Business Consultant – You have knowledge of the customers business that few are privy to, including access to key individuals and information.
• A Social Acquaintance - Activities (sometimes) overlap into the social setting.  You have knowledge of your customer’s social and family situation, and conversely the buyer has a knowledge of your family situation.

This results in a buyer who, given all other issues, prefers to work with you and uses his power, authority, and influence to keep you the vendor to his organization. This status is an asset, and it is not awarded without some effort and history.

Getting There and Staying There

Getting there is a journey and staying there is a matter of being conscious and consistent.  Attaining this position is done over time and with a lot of work and honesty.  Thispreference supersedes other preferences, including racial preference. Only someone with similar status and professional expertise can remove the incumbent.  It can happen if your promises are not fulfilled, or if your organization falls short in delivering.

I have “business friends”, former customers, from my days as a sales professional who have been friends for over 20 years. I still serve in the roll of business consultant in situations when they reach out for help.  These enduring relationships were based on the following activities:

• Give unparalleled customer service
• Be Honest – always tell the truth
• Communicate, Communicate, Communicate – Tell all as early and completely as you can
• Share Information – give the customer updates including industry news, product news, legislative news early and often
• Be the professional
  • Make each contact meaningful and time worthy
  • Be timely in your meetings, contacts, and correspondence.
  • Be the professional

The depth of relationship comes when someone really likes you and understands you.  Some of these components can be included in the business database (such as Salesforce.com, Goldmine, or any Customer Relationship Management database) and some of these things should not be resident in a business database.  It is a compendium of information that is between you and the buyer, and should be treated that way.

Components of Your Customer Profile

Know your customer!  Use a Customer Profile to build familiarity, increase intimacy, and gain preference.

Your Customer Profile should include references to the following items:

Customer’s background/history - The customer’s previous employers, and industries.  Know items such as high school, college (if applicable), and geographic background.  Know the customer’s preferred pro teams and hobbies.

Customer facts (away from the office) - This may start with the pictures on his/her desk.  Know the customer’s marital status, number of children including ages and sex.  Know the children’s high schools and colleges.  Sharing your own information is a start.  Sharing knowledge of this information personalizes the relationship. It is a great start!

Customer Requirements – Use the profile as a repository for any must do’s, or requirements for this customer.  Example – When to call, assistant’s name and particulars, and other valuable information.

Use the information wisely, and consistently.  Within your organization become the expert on the customer and his/her business.

The Relationship Building Process

• Build Trust – Always tell the truth! It is easier to remember.  Avoid stretching it, and avoid white lies. This is extremely important to keep your preference.
• Communicate, communicate, and communicate! – Give difficult information immediately.  Communicate as frequently as is possible and use different mediums, but in person or phone for difficult news.
• Be personal and personable - No one will expect to tell you about them if you won’t discuss yourself. Feel free to show your personality.  Discuss the strengths of your story, as a Black sales professional, he has probably not heard one like it.

As a Black sales professional, relationship building is ultra important, yet doable.  As you start with your current customers, hone your skills with those who you have the best relationship with.  This will pay dividends for the rest of your sales career.

It does not matter what color you are, your sex, or your orientation, you may well need help in an organization with your sales career.  It is only natural that you look within your organization for that help.  That person can save you a wealth of frustration and help you jumpstart your sales effort.

Having a mentor is a sound move when you are in a new sales professional or if  you are just plain new to any organization.

I advocate that many sales professionals  and especially Black Sales professional might need two mentors depending on his or her tenure in the sales profession.  You might wonder why someone would need two mentors.

I am going to take a little time to explain, and hopefully you will see my angle.

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Just to level set, the dictionary definition of a mentor is:

Webster’s Online Dictionary – Mentor: “A trusted counselor or guide”

Yes…. but Why Two Mentors?

Many new Black sales professionals, have to learn sales, the sales process of an organization, as well as the learn about the organization and its politics.  All this must be done while meeting the sales objectives of activity and production quotas.  In many cases it cannot be done without some assistance.

Mentors have knowledge:

• Know which battles to fight and which have been waged already
• Understand the prospecting system, and its strengths and flaws as well as the prospects in the territory which are less fruitful
• Have knowledge of the natural resistance that the Black sales professional could encounter in the sales organization as well as the organization as a whole

It does not matter whether your mentor is the same sex or color as you, you need someone who has a desire to help.  I will note that it does help to have someone who shares the same sales challenges that you perceive.  The most important thing is to find someone who will spend time and wants to help you.  I know that you have heard this before, but…”In Sales…time is money!”  Finding someone who will spend time is valuable.

Sales mentor – A sales mentor is someone who has been there.  This individual has prospected, sold, and closed accounts.  He or she has developed a personal sales strategy, failed, repositioned, and succeeded.  This individual’s invaluable knowledge of the sales process and the sales environment will help the Black sales professional in the areas of realistically evaluating his/her sales effort, style, and results.  As a result of pigmentation being a game changer, it would be good if this individual were Black, yet not always possible.

Organizational mentor – An organizational mentor is someone who is employed in your organization. This individual walks the same halls and knows the “players” and the “game” in your company. It would be good if he or she has position power (front line manager or middle manager), yet not required.  A deep knowledge of the organization and its’ politics is important.  As with the sales mentor, it would be nice if this individual were Black, yet it is more important that this individual be willing to help regardless of color.

Does that Person Exist within Your Organization?

The truth is that you may not find an individual who can serve in either of these roles within some organizations.  In that case I suggest the following:

• Find a current or retired sales professional to act as a sales mentor or coach. This can be formal or informal.
• Locate an experienced business manager or executive who can provide insights on organizational dynamics and how to chart a course through the turbulent waters of a complex organization.

The type of mentor you need is based on your areas of concern.  If you are trying to validate your sales style and your results, you need a professional who will act as your sales coach.

There are possibly natural barriers of resistance in your organization for a Black sales professional.  You need someone who can help you recognize this as well as help you strategize ways to deal with it. A seasoned or retired manager or executive from the business world can help you do this.

If you are lucky you may be able to find this combination of sales and organizational savvy in a retired sales executive who serves or has served, at least, on the front line or in middle management positions.

Informal arrangements can and do work.   Meet with the candidate to be your mentor and discuss your efforts.  Is it a person you could model yourself after?  Is it a person who exudes the confidence and balance that you want to possess?  It is an important decision, yet one that is not permanent.  It may take more than one individual before you find the right mentor for sales or organizational assistance.

There is someone out there who can help you. You might be surprised as to the obstacles you can avoid.  Give it a try!

Let us know your view.  Your comments are appreciated.