Why is it so important to build a good relationship between seller and buyer?

Once upon a time, a salesperson's success was often determined by the size of their Rolodex. Today, it's defined by the strength of their buyer relationships.

Why is it so important to build these strong connections? Because today’s decision-makers are looking for more than just to be sold to. They’re looking for a partner and advocate they can trust. Consider these stats, via LinkedIn’s buyer-first research:

• 56% of decision-makers will consider a brand if the sales professional understands their business needs
• 88% of decision-makers prefer working with sales professionals they perceive as trusted advisors
• 35% of decision-makers rank trust as the top contributor in closing a deal—above ROI or price

Each of these buyer perceptions — understanding, trust, and an advisory approach — is cultivated through the development of genuine and authentic relationships. It might feel more challenging to forge these personal connections at a time where remote work and virtual meetings are still the norm, but while the mechanics and techniques may have changed, the importance of building these relationships has never been greater.

To gain a real-world perspective on what relationship-building means in B2B sales today, let’s draw some insight and inspiration from the example of Hannah and Pete, two of the 'Real Faces of Sales' from our latest campaign.

The Power of Personal Connection

Most strong sales relationships are founded on something more than a sales transaction. For sellers, providing value that goes beyond the product or service you're offering is key. First and foremost, that means identifying customers you can genuinely impact and solve problems for. 

Hannah Olson founded the company Chronically Capable, a job-matching service for the chronically ill, after her own battle with Lyme’s Disease made it exceedingly difficult to find employment. 

“As a mission-driven company, it's crucial to us that we have authentic connections in these relationships because we want buyers to care about our community and to understand the pain point here. And so authentic relationships are what help us thrive and grow,” Hannah says. 

In Pete Lawson, Vice President of Talent Acquisition for Postmates, she found a well-aligned business partner who does indeed care about Chronically Capable's mission and community. And she got the relationship off on the right foot by taking steps to learn about Pete's specific situation and the nuances of his professional challenges. Personalized outreach set a tone for comfort and trust in their initial conversations.

Not everyone will have such a direct and unique personal connection as Hannah and Pete, but there are plenty of other ways for sales professionals to get closer with buyers, by taking an informed interest in who they are, what they do, and what their business is about. It also helps to show them who you are, and what motivates you beyond closing deals.

“The connection point that I received through Hannah was, the way it resonated with me obviously hit me personally, but you could tell there’s an entrepreneur on the other end of that message,” Pete explains. “An entrepreneur who was probably bootstrapping everything they might have to be able to do something that was really meaningful for them, to make a difference in the world to help people like themselves.”

Authentic Intentions Shine Through

More than ever, today’s buyers tend to have their guards up. Who can blame them? Many have been inundated by spammy and irrelevant online messaging for years, and perhaps even more so over the past 12 months. (Our State of Sales Report 2020 found that 39% of sales pros were leveraging more cold outreach in the pandemic-impacted environment.)

Taking a surface-level interest in a prospect or buyer — one that is transparently a means to the seller’s desired end — will quickly be detected and rejected in most cases. It can sabotage trust out of the gates. The key lies in finding true mutual value and centering on that. 

The relationship between Pete and Hannah is a great example of putting honest intentions forth and understanding the long game.

“We’re constantly sharing information with each other, not because we can gain financially from it, but because we can actually benefit people and help people find meaningful opportunities and careers, which then, in turn, creates a profit for our organization eventually,” he says.

How LinkedIn Helps Buyers and Sellers Strike Rapport

Virtual selling has proliferated, and it’s likely we’ll never fully return to the previous paradigm because buyers prefer it this way. Research last year found that 70-80% of B2B decision-makers prefer remote human interactions or digital self-service, citing the ease of scheduling and savings on travel among other things.

Developing quick rapport and setting relationships off on the right foot may look different in a digital space, but it’s very possible. It all begins with engaging the right people and equipping ourselves with accurate, useful insight. 

Since she lacks a full sales team and the resources that one entails, Hannah relies on LinkedIn and Sales Navigator to identify the right fits for her business, and to customize her messaging for maximum impact.

“It's about putting the buyer first and understanding their needs. You need to focus on each buyer as an individual," she says. "LinkedIn Sales Navigator gives me the opportunity to reach out to someone like Pete, and not only that, but it allows me to be heard."

Lasting Sales Relationships Begin with the First Step

First impressions are often make-or-break. When sellers demonstrate that true investment and understanding of a buyer and their business right away, the rapport can form quickly.

“When you create that personal connection and your seller really understands you and what your organization is doing, and that connection happens pretty quickly like any relationship, it’s like a childhood friend where you could not talk to him for 10 years, and then show up his door and you’re good,” Pete shares. “And I think that same sense can be created in a virtual sense if the buyer is really understanding that connection point with the seller and vice versa.”

The benefits of building strong relationships in sales are innumerable. Not only do they improve customer retention, but also open more doors for upsells, referrals, and more. Technology has made building personal connections more scalable than ever before, with the ability to form and develop these connections through a virtual medium. Prospecting and relationship-building tools like LinkedIn’s Sales Navigator can play a pivotal role in helping bring people like Hannah and Pete together

Learn more about the Real Faces of Sales, and how today’s buyers and sellers are adapting to a transformed business environment.

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