Why relationship sales are so effective

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According to Charles Green, author and founder of Trusted Advisor Associates, intimacy is a key factor in the trust equation in the buying process . When it comes to sales , intimacy refers to the sense of security a prospective customer feels when dealing with a salesperson; the confident belief that they have their best interests at heart and would do nothing to embarrass or harm them in any way. While we’ll learn more about specific ways to build customer intimacy and loyalty later, the overall effect of relationship selling is based on building that sense of intimacy, which leads to trust and customer satisfaction, which leads to repeat purchases.

In addition to building the trust to make informed decisions, relationship selling involves treating potential customers as real people rather than sales opportunities in your CRM. Starbucks recognized this in 2012 when it began writing customer names on the side of cups. Its vice president of marketing and category management for the UK and Ireland, Ian Cranna, explained women database the decision :

Starbucks customers already expect the best coffee, and they've told us that the emotional connection they feel in every store is what sets us apart. This campaign highlights the culture across all our stores and the strong desire customers have to feel like an individual when much of the world feels impersonal.


Relationship selling goes beyond basic personalization to build a genuine emotional connection for customer loyalty and long-term results.

It's important to keep in mind that relationship selling becomes more important when dealing with long sales cycles , complex solutions, and expensive products, as these generally require higher levels of trust and stronger customer relationships. This also applies when selling services that rely on personalized or ongoing engagements, such as SaaS solutions, membership sites, and other subscription-based services.