Building lasting relationships is the key weapons in continually winning sales. Whether you are in a high touch sales position (i.e., mortgage lending, real estate, consulting services, or enterprise software) or a direct, low dollar sales via eCommerce (i.e., Software as a Service, eBay, or online retail), the principles are the same.

The trick is to leave an impress, during and after the sales process, that is over the top. A Wow! experience that makes you stand out. Review and implement these principles in your sales and fulfillment process–it’ll rocket your sales.

1. Be consistent. Everyone likes someone that they can depend on. Just like in life, most long lasting and worthwhile relationships in business are built on trust. Be the sales professional or online process that your prospects can rely upon to always be complete, accurate, timely, and dependable.

If you’re selling person-to-person that means you’re the one that:

• Answers the phone or at least immediately calls back
• Always delivers the information promised
• Follows up and make it simple to buy from

If you’re selling online that means that you’re the one who’s:

• Products are easy to demo and try
• Contact and order forms always work
• Communication is detail all the way to fulfillment
• Support doesn’t end at “credit card authorization”

2. Follow-through. Even with the state-of-the-art contact management software at the disposal of sales, we still fall down in following up. Remember, none of your customers knows (or cares) how many are in your queue or how many other responsibilities you have–they only feel like you don’t care about them.

So stop with the excuses. Call when you’re supposed to. Send emails and thank you notes when appropriate. The added attention and the consistent follow-through fosters trust in the eyes of the prospect and sets you apart from the pack.

3. Keep your word. No matter how small the promise you make, keep it. If you get an appointment and your pitch was that it will only take five minutes of the prospect’s time, then stop a five minute on the nose (even if you’re not done). Give the prospect the chance to give you permission (beg you even) to continue.

The prospect will appreciate the gesture and you have just had your first buying signal!

4. Listen. Really fine tune your listening skills. This means offline and online. One mentor used to always tell me, “Listen with the intent to be influenced.” It works and helps keep your lips from flapping too much on a sales call.

Once you sharpen your listening skills, you can tailor your presentations to better match the needs of the prospect. This will demonstrate to the prospect that you understand their business and are the right supplier for them.

5. Be sincere. People are intuitive, social creatures. If you’re not passionate about what you’re doing or you don’t believe in it, it will show in your voice, body language, and stature. Prospects may not be able to put their finger on it, but they will gravitate to the believer every time.

This is just a thumb nail on Experience Selling, the basics. Think more about how you Wow! prospects. I’d love to add ideas to my own bag of trick. Leave a comment with your unique approaches to going over the top for prospects.