Publish Date
February 10, 2025
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It’s vital that you cultivate strong business relationships. But why?
Well, whether you’re working for an upfitter or dealer, or really any kind of business, you’ll likely find that strong relationships will make all the difference when it comes to closing deals, improving sales and/or helping grow the business.
So, how do you do it?
Do Your Research
Invest time in researching prospects; know their needs, challenges and business goals. This knowledge will help you position yourself as a problem-solver, and not just a salesperson.
But don’t forget to take it a step further. Check the company’s website and social media channels to figure out exactly which decision makers you should be reaching out to.
Build Strong Connections with Their Gatekeepers
When attempting to build relationships with those higher-level decision makers, you’ll likely run into gatekeepers. And getting past them can be challenging.
It’s for good reason though.
For people in executive assistant, administrative assistant and receptionist roles, screening calls, emails and visits is often part of the job description.
To get past the barrier, start building a rapport with them, be polite and express respect for their role.
If you’re still struggling, you can check out Cognism’s blog for tips and strategies to get past gatekeepers.
Be Prepared and Demonstrate Your Value
Once you’ve finally secured a meeting, make the most of it. Be on time, prepared and professional. Lay out examples of how YOU can address their needs and challenges and help them meet their business goals. (These are all things you should know because of your research.) Doing so will help you set yourself apart from your competitors. And it’s important because you’ll want to show how you can add the most value, early on.
Foster a Long-Term Connection
Regardless of the outcome – whether you made the sale, they decided to pass or the process is dragging on – thank everyone you’ve interacted with for their time and consideration. Gratitude can go a long way in showing you value a relationship.
And don’t forget, relationships don’t end when deals are signed, products are sold or you’re blown off. Maintain contact with individuals at the company, if appropriate. And try to build a personal connection, whether through congratulating them on company milestones or person ones. (Just don’t overdo it.) It’ll help keep the lines of communication open and show them that they were more than just a sale or deal to you. (And that continued connection can be important for relational customers.)