1. Maximize Your Sales Efforts Through the 3 Steps
of Relationship Selling
(Pave the Road to Future Sales
with Your Reputation
and Reliability)

2. Maximize Your Sales Efforts Through the 3 Steps of Relationship Selling
Maximize Your Sales Efforts Through the 3 Steps of
Relationship Selling
While sales are the lifeline of any business, the best sales approach during any economy
does not involve a complex or abstract theory, but is based on the concept of simply doing
right by your customers and proving that you are their ally in solving their problems.
Relationship selling is the means of developing this bond and is built on a three-step process
of knowing you, liking you and then trusting you.
Step #1
“People don’t buy from companies, they buy from people — people they trust,” said Ken
Hilderhoff, president of Premier Marketing Resources. “Relationship selling begins with the
first contact. Potential clients first have to know you, then they have to like you. Only if you
accomplish the first two steps will you have the opportunity to gain their trust.”
Potential clients make the decision of wanting to get to know you pretty quickly – in about
10 seconds. Just think of your last cold call — the response you received after your
introduction line probably gave you the indication of whether or not that person wanted to
hear more about your product or service.
Part of the getting to know and like you process involves demonstrating your trustworthy
character and letting your clients know that they mean more to you than just the sale at hand.
By really listening to their needs and offering products or services tailored to those needs,
you’ll build their confidence in you as a caring and trusted resource for solving their
problems.
©2010 Premier Marketing Resources. All rights reserved. 2

3. Maximize Your Sales Efforts Through the 3 Steps of Relationship Selling
Step #2
A solution-oriented approach to selling, relationship selling adds to your overall value
proposition. And the value you bring to the relationship will ultimately make the difference
in your future with the client.
Pave the Road to Future Sales with Your Reputation and Reliability
Relationship selling is a long-term investment in your company’s future. While you may not
always make a sale right away, the nurturing that you do now will make for an easier sale
down the road, and repeat business and referrals. Relationship selling is a two-way
association in which your reputation will be working for you nonstop.
Step #3
Once the prospect has become a client, follow up after each sale to make sure the client is
happy with the product or service. Not only will it help you solve problems in their early
stage, it will also provide an opportunity to determine any additional needs your clients may
have.
Maintaining the relationship in between sales is critical, and each contact should not involve
a sales attempt. Foster goodwill through regular contact by providing clients with tickets to
sporting events or concerts, or simply take them out to lunch occasionally.
Although your company may be not be the least expensive option in your area of expertise,
offering a product or service based on the principles of relationship selling will make you
the best value.
©2010 Premier Marketing Resources. All rights reserved. 3

4. Maximize Your Sales Efforts Through the 3 Steps of Relationship Selling
About Premier Marketing Resources
Premier Marketing Resources LLC (PMR) is a full-service marketing and communications
firm that can help your businesses grow, become more profitable, and stand out from the
competition.
PMR creates each piece of your communication plan so that it works together as a whole to
accomplish all of your communication goals. We learn your business and help you
determine your marketing goals. Our team of professionals excels at developing custom
communication plans that focus on acquiring, retaining and communicating effectively with
your customers.
For more information about Premier Marketing Resources, visit our website.
Premier Marketing Resources is the parent company of the Newsletter Factory, visit their
website at www.nlf-pmr.com.
About the Author
Ken has more than 25 years of experience in the printing and publishing industry. His professional
experience is strengthened with senior leader positions in both Fortune 100 companies and privately
held enterprises. As the COO of several companies, Ken has successfully directed the global sales
and marketing efforts of each company. As a board member and consultant, Ken has successfully
directed the strategic planning of several businesses. Ken has a B.S. and M.B.A. in Marketing and
is a graduate of the Executive Program at Columbia University.
Premier Marketing Resources
1775 The Exchange
Suite 300
Atlanta, GA 30339
Web: www.pmr-nlf.com
Email: ken@pmr-nlf.com
©2010 Premier Marketing Resources. All rights reserved. 4