This past week I had conversations with two extraordinary leaders in the pharmaceutical industry. Both are sales reps and both are very successful for an important reason- their vision of leadership. For some leaders in sales their focus is about sharing the benefits and advantages of their product or service. They can’t wait to espouse the amazing attributes of what they are selling and jump in right away with that conversation. But these two pharmaceutical sales reps looked at their mission very differently.
“What a great team of sales reps we have!” one said. “I feel so lucky to have a manager who cares and sees my value.”
“When I approach doctors I never talk business or drugs at first. I ask them how things are going in both their personal and professional worlds”, said another.
“When I bump into my customers at the gym I would never intrude on their personal time. Believe me the last thing they want to do is talk shop when they are in their personal zone.”
“By the time I speak to them about the pharmaceutical products, I have developed a strong connection with them. And believe me they are not writing prescriptions because of the items I am selling. They do it because of my relationship with them.”
Have you thought about the way you influence and work with others? Do you spend time initially cultivating a meaningful connection before asking for someone’s help or selling a service or product?
[Tweet “Leadership is all about building relationships. Simple as that.”]
Have you tried these five tactics to build deeper relationships with team members and customers?
1. NEVER START WITH THE SALE
Just like the two leaders I mentioned, it is your number one mission to establish a deeper connection with someone before earning their sale or trust. Although we might feel there isn’t enough time to develop a spark, the truth is that if we begin our conversations with, “Let me tell you all about why you need my service or product”, we are doomed. Stop yourself and say: “It’s all about the relationship”!
2. BE CURIOUS ABOUT CO-WORKERS AND CUSTOMERS
The best strategy to developing customer relationships is having a curiosity about what brings them happiness or joy or frustration. Think of team members and customers as complete human beings. “It’s all about the relationship.”
- Find out where they spend time outside of work
- Discover what may be their favorite sports or teams
- Identify some foods you may have in common
- Try to understand the type of people they are and what drives them
3. OFFER TO FIND SOLUTIONS
Once we get to know our colleagues and customers better, help them define their challenges more clearly. Empower them to see that although they may be experiencing hardships, you can offer some helpful solutions. If we have built the relationship and a level of trust, they will be more likely to listen to our guidance and ideas. “It’s all about the relationship.”
4. BE VULNERABLE BY SHARING YOUR STORY
One of the pharmaceutical sales reps is a veteran and develops connections with his customers through his storytelling of his tour duties. When he shares this most personal part of his life, the doctors form deeper relationships with him. He displays his authentic self and they begin to as well. “It’s all about the relationship.”
[Tweet “Leaders build relationships when they share their personal stories.”]
5. STAY OPEN TO DIFFERFENCES
Not all of our co-workers or customers see challenges through our same lens. That means, we need to keep a wider view of how to approach solutions. If we try to resolve an issue for another that merely works for us, it may miss the mark for our customer. Meet them wherever they are. If a team member is looking to enrich their job, ask them to be part of projects that will help them grow. If a customer is focused on a particular issue, focus on resolving that challenge and don’t suggest alternative concerns. Listen and take action to real concerns. “It’s all about the relationship.”
What tactics have worked for your leadership in building relationships?
Awesome article Terri! I absolutely love all your articles. You are top notch! Sharing with my community. I wish you an absolutely awesome day my friend. I appreciate you!
Thanks Cynthia! When we lead by building relationships we will be influential and impactful!
Great article. All points / quotes are really extraordinary and practical. These are the foundation blocks / stones of “Leadership”. Point #1 is really point#1 and unique. Leadership without these points (in action) is just a “failure”.
Zafarmanzoor, Sr. Executive, Pakistan.
Thanks Zafar!
I love this. It’s interesting. When I worked in my corporate exec role, we would NEVER consider showing up for a big sales appointment without a “Deck (powerpoint).”
Yesterday I had a big sales call with a VP of human resources for an important program that I’ve been trying to “close” for over a year with people who reported into him. This was my big chance, and I had an hour with him at his headquarters in Vegas, while I was out for another event.
Something said just show up and listen… and despite all my training on B2B sales, I had a gut feeling to not bring a deck.
Absolutely right call. Relationship so much stronger and I left with clear direction on next steps.
I’m quite sure if I started with selling over relationships I would have been given a polite “no thank you.”
That’s amazing Karin! You were so right to trust your gut and know that your time building the relationship was most important. Leaders can sometimes be overly eager to sell their services but need to step back and understand how to best connect and help others.
Thanks for sharing your great story and bringing to light the great benefits of cultivating relationships in our careers!
Terri, great article on the importance of building relationships.
When I was in IBM sales school, we were taught to “earn” the customer. To Karin’s point, that did not mean showing up with a deck of slides on how we could be their heroes. Instead it started by getting to know the customers, personally and professionally. Their goals, pain points, successes, experiences, etc. all helped paint the picture for how we could help solve them problems and meet objectives.
And how did we start to build the relationships? We were fully present, using good questioning techniques and active listening skills. We built relationships!
Thanks for your insights on this vital topic. I will share this post with my community.
Thank you for letting us in on your leadership lessons learned at IBM, Terri! I love how you expressed building relationships: “We were fully present, using good questioning techniques and active listening skills.” All those skills are so critical when we want to cultivate meaningful connections with others.
I appreciate your insights Terri!