What does "relationship selling" mean to you? I've been in hospitality sales for 7 years and have found that this is the most effective way to sell - but not just because it results in MORE sales. Relationship selling is about taking the time to build a rapport with your client.
I like to start by understanding the client as a person, and their needs as a business. When I am selling an event space, I need to have a full picture of what they need to get out of the event before I can suggest a space that works or a menu. Do you want the attendees to FEEL something? EXPERIENCE something? LEARN something? BUY something? With this understanding comes an ability to make suggestions that will work best. And you know what? You need to admit when the product or service you have doesn't work for that client or for that event. (Think: don't try to make a square peg fit into a round hole). If you force it, the outcome may not be as expected and the client won't become a repeat one.
Relationship selling is done best by sales people who view their buyers as clients and partners, not as "customers". The word customer can feel so... transactional.
I will often get a sales lead with details of the scope of the event - the basics - time, date, number of guests, and seating format. While this means I can suggest a space, I actually have no idea what the end goal is. What is important to this client? What is the topic of the meeting or event, and how can I, as a venue sales person, help bring that to life? Am I going to suggest a ballroom that fits their number of guests, but has no windows when natural light is important to the client?
Ask questions to your clients, listen to & understand their needs, make honest suggestions and be an expert on your product or service and success will follow.
It goes without saying that open-ended questions will help you learn more about what your client needs. What are some questions you've asked in the past that have helped you learn the most? Comment below!