All your customers will tell you that even more than competitive prices, a quality bond based on trust is the primary criteria for establishing a strong business relationship. This is even more true when the sale concerns a service and not a product. To talk to us about it, we met David Williams, Director of Development at TForce Integrated Solutions, a leading Canadian company offering land and air transportation solutions.
What are the values that are the basis of a strong business relationship with a customer?
Honesty, transparency, respect and trust. There also needs to be a common will to build a solution. In my case, I do not sell a transactional product or service. I offer a long-term service, a business partnership. It is therefore essential that the relationship with the buyer is strong.
Does the beginning of the relationship play an important role?
Yes, certainly, as with any relationship the first impression is important. Establishing a bond of trust is mandatory from the first meeting for things to follow on.
How do you win a customer’s respect and trust?
Our work consists of supporting the customer and finding the best solution for him. You have to take an approach centred on the customer and his needs. Contrary to an old belief, the salesman’s job is not to push him into buying a product. A salesman is above all an expert in his field, an adviser who will help the buyer find the product or service that suits him best. Over time, by positioning himself as an adviser, the relationship builds trust. The customer understands that he needs help and that we have the solution that will be able to meet his shortcomings.
Is it easier to build a strong business relationship when our services have been recommended?
Yes, of course. When the customer comes to you directly, a part of the work has already been done – you are already credible. That said, you will still have to be proven, but in general it will be easier.
What communication strategy should be adopted?
Myself or a member of our sales team will make every effort to get in touch with the customer and talk to the right person. It could mean going there, phoning, or sending a message or letter. The purpose of any communication is to share the good news and reach your audience.
How much time does it take to build a good business relationship?
It obviously depends on the customer and his situation. But in my case, I use a very specific process that is done in several steps:
- The first step is one of discovery and exploration. We discover the customer’s needs. So we have to be very attentive, ask questions, understand the problem without trying to answer it. At the end of the meeting, we leave with a summary list of his needs.
- The second is more oriented towards the seller. We present our products and services, and the solutions we are able to offer.
- Finally, the third is operational. We propose a well thought out personalized solution and the steps that will allow it to be established.
The solution is therefore built in close collaboration with the customer. As these steps progress, the relationship becomes stronger. But it’s not so much the length of time that we spend with the buyer that’s important but the interaction we have with him. In addition, it’s part of the solution. Often he must justify his choice to a committee. He must therefore be convinced and trained so that he can in turn communicate well and represent the solution internally.
Once the relationship is established, how is the business relationship maintained?
When doing business with a company, it’s important to make as many contacts as possible, in all departments. When implementing the solution, we try to build relationships with various sectors such as finance, IT, logistics, purchasing, etc. All these anchors points will help to build a strong business-to-business relationship. It also allows for continuous listening and monitoring of the customer’s needs. In this way, the services or products that are proposed will be able to apply to all aspects of the customer business.