Relationship selling emphasizes building trust, rapport, and perceived value with customers over multiple interactions versus transactional, one-off sales events. Relationship sellers seek to become trusted advisors guiding customers to maximize success.
This partnership focus fosters enduring loyalty through expertise sharing and consultative guidance focused on mutual gain versus solely immediate transactions. Patience and commitment to customers' long-term interests are required.
However, relationship selling does not preclude driving revenue. It recognizes that complex sales optimally close through guided, collaborative exploration of needs versus pressure-based pitching. Done right, relationship selling earns referrals and expanded business by earning client confidence through advice and service beyond sales contracts.