“Relationships are Everything”

Here’s the bottom line… customer experience matters more now than ever before and sales reps who don’t adapt to a customer-led mindset through personalization will fall behind and suffer major customer churn.

In this era of business intelligence and marketing automation tools, your clients and prospects are expecting a different type of interaction; one in which is personalized, genuine and authentic.

According to a Forrester report, only 27 percent of buyers find salespeople are knowledgeable about the buyer’s specific business, meaning an astounding 73 percent of buyers don’t think salespeople understand their company’s needs. This is a problem.

Think of the 73% when it comes to your current customers, how you converse with them matters as this can be a key differentiator between you and your competition. Conversation, it is an art form taking a certain skill set along with practice to get the job done correctly; a truly loyal customer.


In a previous blog, 3 Ways A Servant Led Mindset Helps Sales Reps Crush Quota, I spoke to how sales reps must lead with the heart in how they serve their customer.

Question for all sales reps to think about…

Do you view and treat your customers as customers or clients?

A vendor or customer mindset defaults to a defensive or reactive sales position, missing opportunities to help and to increase your value by being able to build a dependable, mutually profitable relationship.

Truly successful sales reps lead with the heart and seek to serve their clients and prospects. The most high-valued sales relationships will be peer-to-peer in nature. This is a huge mental and strategic shift most sales reps will find exhausting.


Sales reps, instead of worrying about being interesting, we need to first be interested. Develop empathy for your clients. Start to gain an understanding of what motivates them and how this can align to what you can deliver. Always under-promise and over-deliver. This is the key!

You need to put your client’s perspectives and needs far ahead of your own to give you a fighting chance. Putting them first is really not complicated. It’s about making each client feel as important and valued as they are.


If you truly want to get to know your clients and prospects then take the sales hat off, roll up your sleeves and engage in healthy conversation.

Here lies the issue – How many sales reps have truly meaningful conversations with their clients outside of the selling process? How many relationships are you developing inside your current account base?

The best sales reps know how to bring conversation out in the open. It is about uncovering the conversation your client is having with themselves. In doing so this enables open and honest communication to what is really going on which provides the freedom to engage in win-win situation.

If your client’s don’t feel like they are being heard and understood, they may withhold critical information as to where they really are or what they really feel about you, which may diminish or eliminate your ability to impact your future with them.

Focus on developing conversations, not sales campaigns. It is not about your agenda, it is about opening up human to human conversation. It is not about you it is about helping your client. Develop a sincere desire and demonstrate you are interested in your client’s world and what motivates them.

When was the last time you had a conversation with one your clients that didn’t involve trying to sell them something?

Seek to open up more conversations. Successful sales reps are far more effective with time, patience and their energy levels than the average sales rep is willing to invest. Invest in your clients, you owe it to them!


We all have ego’s as sales reps. Setting aside your ego, I would like for all sales reps to think of their best client, got it… then here is what I am going to ask you to do… go face to face belly to belly with your best client and ask them this…

What is the value I bring to you and your business?

You can’t say a word after you ask this question. If your best client without hesitation can’t answer this question immediately then I am here to tell you that you don’t know them and they don’t know you as well as you think.

Sales reps must take the time to truly get to know their clients. I encourage you all to ask this question as well to each and every one of your clients…

What is the difference I have made to your business?

When we as sales reps sincerely and deeply understand our clients this will open the door to more creative solutions. This becomes huge stepping stones to a synergistic and profitable partnership.

Your clients are the lifeblood to your success. No clients, no business. Think of a servant led mindset and lead with your heart to serve them and bring about a positive change.

  • Think about your clients more than your competitors
  • Give your clients reasons to stick around by providing an outstanding experience
  • Give them more value for your price than you charge
  • Focus on their success not your success

I understand where you all are coming from. I have walked a day in a life of your shoes.

I am fully committed to helping your sales team integrate social aspects and modern strategies into your current sales process to grow net-new business. I want you to get results. This is why I am passionate about doing this the right way.

In 2016, Larry was recognized by ENX Magazine, “The Difference Maker” as someone who is making a difference inside the copier channel. Larry is passionate about helping sales reps succeed in creating their online brand image

You can find more blog posts inside the Social Sales Academy website.

I appreciate getting the opportunity to share my LinkedIn stories. Integrating the use of LinkedIn was my “game-changer” in the highly competitive copier world. With great pride I transform, coach and inspire B2B Office Technology Sales Professionals to grow net new business by helping them tell their story and communicate on LinkedIn. My commitment is to help office technology dealers thrive in a changing marketplace. You can follow me on LinkedInTwitter, as well as at the Social Sales Academy

Get Inspired Daily

I know selling can be hard. I'd like to help keep you motivated.

Each morning you'll receive a brief email with ideas to inspire your success. 

Enter your email below and I'll add you to the list.

To your success,


You are subscribed. Check your email for the welcome message.