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Human beings are creatures that connect and communicate. They like appreciation and association. No man can exist alone, hence, the saying, ‘‘No man is an Island.’’ It is by connecting and communicating effectively and efficiently with one another that businesses and relationships excel. The business environment today has gone very ‘‘personal,’’ everyone wants to give a personal touch to customers. Customer service departments of organisations are improving their knowledge base and strategies by the day to ensure that their organisations stay on top. They improve their strategies to ensure that they connect more with their customers. The more you connect with your customers, the more you protect your business from activities of competitors.

Salesmen are not left out in this new world of business, where a lot is determined by their abilities to connect with their customers. Today’s selling is about relationship. It is about your ability to develop and maintain good relationships with your prospects and customers. Successful salespeople discover how to bond with their customers. This is one of the secrets of successful salesmen. One factor that will stand firm in any business relationship even when other things fail is the cordial relationship you have built over the period. Buyers will likely stand with a salesman who is their ally. People naturally protect true friendship. This is human nature.

I often talk about the artistic nature of selling. This aspect of selling is where the salesman displays creativity and ability to connect with the buyer. A salesman who has mastered better ways to bond with his customers will always be successful.  He will be successful because he has discovered his customers. It takes a lot to discover your customers or prospects. It takes the man who has taken the buying and selling relationship to a ‘‘personal level’’ to discover the customer. A salesman who succeeds in connecting with the customer often succeeds because of the relationships he developed and not necessarily because of any other reason. The logic also goes that the more you connect with customers by way of building good relationships with them, the more you sell. People will always buy from salespeople they like and trust. They will buy from salespeople they like because human nature encourages solidarity. They will also buy from people they trust because integrity begets value and good quality. Integrity presents the best.

It takes integrity before trust. The salesman would have shown a high level of integrity in his dealings with the customer before attracting trust. Therefore, the buyer loses nothing if he buys from a salesman he trusts! This is a simple logic that applies in advanced selling strategies. The duty of the salesman is to build the relationship that will enhance trust. The simplest way to ensure this is by developing and sustaining friendship with the customer. The more truthful and reliable you are with the customer, the more you build a robust relationship with him. It takes friendship before trust. A smart salesman connects with his customers in order to ensure friendship and trust. This is the beginning of sales success.

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This article was first published on 24th May 2016


George Emetuche is a Brian Tracy endorsed best-selling author, sales trainer, life coach, on-air personality, motivational speaker, sales, and marketing consultant. He is the Chief Executive Salesman at The Selling Champion Consulting Limited. The company trains salespeople and other professionals on winning sales strategies. Reach him via sales[@] or

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