Examples abound of companies that encourage its sales staff to build relationships with their customers and clients. The company advises salespeople to take their time in getting to know each customer and understand his or her unique needs. They are told that several visits and patient efforts make trust more likely. The effectiveness of developing this type of salesperson-customer relationship is astounding: The average closing rate is over 50 percent for MetLife salespeople and reaches 80 percent for the top-producing salespeople in the organization. In addition to increased earnings, what else might salespeople enjoy about the relationship approach to selling? What would you enjoy about this approach to selling?
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