Want genuine, loyal customer relationships? Be a trusted advisor, not a vendor.
Customers focus on price, speed of delivery, and other challenging aspects of sales when you’re just another vendor to them. In contrast, they will be slow to move away from a trusted advisor and strategic partner.
So how do we make sure we’re communicating our role as trusted advisor?
When you’re a trusted advisor, you’re not interested in sales transactions. Of course you want sales. But you only want sales that fit your customers’ needs.
You may know the importance of being an advisor–not a vendor–already. But do all members of your team know–from marketing to sales and customer service?
Consider opening a discussion on the topic with team members who interact with prospects and customers.
While you’re having that conversation, ask for more ideas about how your company can be a trusted advisor, not a vendor in your industry.
Finally, take a look at the incentive structure in your company.
To truly be a trusted advisor, not a vendor, you may need to adjust your company culture and incentives.