Small Town Relationship Selling: How it Works and Why No One Uses It

No one profits from a one-time customer

Image by Bob Dmyt from Pixabay 

One of the differences I have with the so-called “marketing experts” is that they think their marketing theories will work anywhere.

While there are a few principles that transcend big cities and small towns, for the most part, they are entirely different.

Today’s topic is a perfect example.

Selling and forming relationships in small towns is nothing like in large cities. It all comes down to the numbers.

In large cities, the number of potential customers often makes developing relationships unnecessary for many business owners.

In small towns, however, developing and keeping long-term customers is critical. Why? Because the smaller the city, the more important it is to build and maintain a solid customer base.

The competitive environment is much more challenging in a small town. And the smaller the city, the more challenging it gets.

The most crucial chapter in my book, “How to Market, Advertise and Promote Your Business Or Service In Your Own Backyard,” deals with the sales process in great detail.

The Rejection Process

What makes sales so challenging? One word — rejection.

Although I have many years in the sales field, I was very nervous when I first went out to show and sell my book to people in my hometown of Bozeman, Montana.

I had spent 30 years selling all types of products made by major companies, but now I was selling my own personal creation.

Rejection somehow seemed personal, not professional.

You know you have a good product or service, but it hurts when someone can’t see it as you do.

You’ve poured a portion of your life into this work only to have it dismissed by others.

There are two reasons for rejection in small towns that you won’t find in larger cities.

First, people in the town probably know you.

They have a perceived idea of who and what you are. If you deviate from your potential customer’s perception, it’s harder for the customer to take you seriously.

It’s like driving down a one-way street going the wrong way. People will let you know you are going a different way than they perceive you should.

Second, they may also have a problem connecting you with your product or service because they know you, especially if your product or service is something new or different.

How could you possibly know anything about this product or service?

Unfair? You bet it is, but that’s one of the negatives of small towns. It’s hard to change minds once that perception is present.

We want to talk about how to make this process more comfortable for you and improve your selling skills.

Relationship selling is a great way to send everyone home happy. You make the sale, and the customer has a great product or service for their money.

The Selling Process

Before we examine relationship selling, let’s first look at the sales process.

Here are the points to consider before ever contacting that first customer.

Product Knowledge - This may seem like a no-brainer. Of course, you must know your product. But what you need to know before you sell a product or service is how your product or service benefits your customer. You must define the customer before you can define the essential benefits.

Get to know your customer - Yes, you want to talk about the product but talk to the customer about other things while you’re doing it. Learn something about them each time you speak to them. Establish a fit between product and customer - One of the reasons to get to know people is to discover if your product fits the customer’s needs. If they don’t have a need, you still have a friend, not necessarily a customer.

Tips on Closing the sale - The point where the customer decides to purchase your product or service. The closing is where the customer relationship begins. They’re confident they can trust you with their hard-earned money.

Follow-Up – is the most critical part of the relationship sales process. Letting the customer know that you are concerned that everything you spoke about is true. The product or service is performing as advertised.

Using the Relationship Process

To understand the customer above and beyond the sales process, you must know what and how to ask questions.

To fill our prospect’s needs, we must have some information with which to work.

We can ask one type of question needed to discover customer information to help us move the sales process along.

Closed-Ended Questions -

Closed-ended questions can only be answered yes or no.

There is no other information provided. These types of questions don’t offer much information.

Open-Ended Questions -

Open-ended questions are a much better way to get the information you need to make the sale. Open-ended questions can’t be answered with a simple yes or no.

You need to go back to the old-time newspaper reporters who used “who, what, when, where, why, and how” questions to get the story.

“Who will be using the product?” Yes or no? It doesn’t make sense, does it? You’ll need to develop some open-ended questions that will inspire your customers to give you the information you need to help them.

See: Don’t Be a Salesperson — Be the Customer’s Assistant Buyer.

The Trust Process

We’re much more likely to do business with those we know and trust.

How do you build trust with customers? One way just mentioned above is the follow-up contact.

Trust assures the customer that the sale doesn’t just end with the delivery of the product.

Another way that I like is the testimonial.

Third parties that have used your product or service were so satisfied that they took the time to write a brief note to let the business know.

But the most powerful way to build customer trust is by keeping your word.

If you say you will do something for a particular customer, then make sure you follow through.

The Last Word on Relationship Selling

In small towns, there are a limited number of customers. Sometimes, you may need 50% of the town’s population to buy from you to stay in business.

In a large city, one-quarter of one percent might do it.

The point is every relationship you can establish will mean more and more sales in the long run.

Good customers become good customers because they like you, trust you, and your product or service.

They don’t have to like you personally to do business with you, but they almost always must trust you and like or need the product.

You need a certain number of customers each day, week, month, or year to keep the doors open.

The more solid relationships you can establish, the larger your business will grow.