In the world of sales, it’s sometimes hard to get away from the general thought that one side is taking advantage of the other. If it seems like only one person greatly benefits, most can’t help but picture a greasy used car salesman that is just looking to make a quick buck and take you for a ride.

Does the phrase “over promise and under deliver” come to mind? Well, that just won’t fly if you want to stay in business for the long term.
Now more than ever, it’s about how you create partnerships. Beyond treating a new customer in the genuine, welcoming way you would a friend, here are three things to think about:
1.)   Needs. Find out what exactly your customer is looking for and what they are expecting. This might seem basic, but there is a big difference between a want and a need. If you don’t ask and give away everything and more out of the gate, you’re hurting both parties.
2.)   Limitations. Whether you’re in sales or customer service, be aware of what you can do for your customer and what services you can offer. If you overextend yourself or can’t make good on your promise, you’ll lose your new customer’s faith AND the sale.
3.)   Communication. This one, folks, is the grand daddy of them all. When making a sale or proposing a new contract, make sure your home office knows what’s going on. If your customer calls and you aren’t available, everyone should be on the same page. A united front makes an impression. Confusion and disorganization makes a mess.
When you create a partnership, your business benefits from the sale and your customer benefits from knowing they got a good deal from someone they can trust. After all, as Captain Reman would say, “Would you buy a product from someone you didn’t like or trust?” Work on creating friends with business benefits and your sales growth will follow.

There’s a new sidekick on Captain Reman’s squad: Nick Carreiro, aka the 6th Man. In his debut Reman University article, Nick shares his take on how to make a business partnership work for both you and your customer. Have something to add? Leave a comment below or email him directly.