Every person with any experience in sales agrees that the majority of buying decisions are based on relationships. Chapter 3 of The Eve Factor explores techniques to polish relationship-building skills so you become the irresistible first choice of the buyer, whatever you are selling. Three exalted women are used as examples because their finely honed skills allowed them to connect with the masses on a a seemingly intimate level.
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The one-on-one relationship building skills of Mary Kay Ash are legendary. Her legacy, Mary Kay Cosmetics, is a company of one million cosmetic entrepreneurs who each built her own business based on the belief that Mary Kay took a personal interest in her individual success. The chapter expounds on her quote, "Pretend that every single person you meet has a sign around her neck that says, 'Make me feel important.' Not only will you succeed in sales, you will succeed in life. Her life itself was the homework required for the relationships she built, and excerpts from her biography reinforce how her own experience prepared her to wield the influence she used to build a $2 billion company.
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Diana, Princess of Wales, was able to reach out to others in a way that made them trust her implicitly. The worldwide media attention she received when she graciously removed her gloves to shake hands with AIDS sufferers is symbolic of how body language speaks of our intentions louder than our words. The chapter uses Diana's life in philanthropy to demonstrate how trust and credibility are built through actions. Sub-conscious messages that you send, as well as those you should note in others, are described in detail.
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Jacqueline Bouvier Kennedy Onassis was once known to say, "Just call me Jackie...that ghastly name", and indeed, the entire world complied. Universally known by her nickname in a variety of adaptations - JBK, Jackie O - she had a knack for charming people. Commenting on her reception during a 1963 trip, her husband, then U.S. President Jack Kennedy said, "I am the man who accompanied Jacqueline Kennedy to France." Those who engaged her in conversation during large White House gatherings remarked that when she spoke to them, her eyes never wandered to see if someone more important had entered the ballroom. The chapter translates her renowned popularity into techniques for developing commonality, and traces the impact she made with her personal handwritten correspondence.
Describe efforts that have been especially meaningful for you in building relationships with your customers.
