RCP = Relationship, Concept, Then Product

Why do people do business with one an­ other? What makes up a person's mind to lay down the cash and make a purchase? Relation­ship! No matter the price, most consumers will not work with a company they do not trust. But it is not enough for the organization to be reputable; the owner or their representative needs to build a relationship with the potential client that invokes confidence and commitment to the needs of the buyer. So often, salespeople rush to "get the deal" and, in many cases, push people away, with their aggressiveness or overeagerness to drop their price. Potential clients need to feel comfortable with their decision, no matter the cost. Many times, consumers will spend a little more be­ cause they trust the person they are dealing with and rightfully so.

Once your marketing has identified the prospect best suited for your services (and that in itself is another subject we'll cover in the future), your representatives need to know how to properly address the potential client's inquiries. The old adage "they don't care how much you know till they know how much you care" comes to mind here. Are your reps going right into "sales" mode or do they truly care about the needs of the customer?

Integrity and commitment are valued assets to any buyer. People make decisions not just on price, but with emotion. This has a greater impact on sales than most tend to realize. When meeting with an interested party, consider the following five points:

1. Keep it relaxed - slow down the sales process

2. Ask more questions than you answer

3. Be attentive - listen more than you speak

4. Consider your people's needs before your own

5. Be positive - smile

When selling whatever your company offers, your process should be ordered as follows: Relationship (first), Concept (a far second), then Product. Relationship building is noted above and staying fo­cused on the potential client's needs is paramount. The Concept is: what can your products and services do to meet the desires of the end-user? Does the buyer realize that your solution can relieve their "pain"? Lastly is Product. If Relationship and Concept have been covered, you are almost home. Product information will be well-re­ceived because the client now trusts you and is comfortable with your recommendations.

RCP = Relationship, Concept, then Product. It's key to the success of your sales efforts.

And for those in the "buyer's seat," keep in mind that doing busi­ness is a two-way street and you often get what you pay for. If you are considering a vendor and price is your primary focus, "buyer beware." Usually, if you have built a solid relationship, you will not only get the right job done, but the price will be fair and the experience will be positive with the long-lasting results you seek.