Selling with soul isn't about aggressive tactics or high-pressure sales; it's about building genuine relationships and offering value. When it comes to your sphere of influence—the people you already know and trust—this approach is particularly effective. Nurturing these relationships requires a long-term strategy focused on connection, empathy, and understanding their needs. This isn't just about closing deals; it's about building a network of advocates who will recommend you for years to come.
What Does "Selling with Soul" Even Mean?
Selling with soul means approaching sales authentically, prioritizing genuine connection over transactional exchanges. It's about understanding your clients' needs, empathizing with their challenges, and offering solutions that align with their values. It's less about pushing a product and more about building a relationship founded on trust and mutual respect. In your sphere, this translates to treating those connections like family and friends, understanding their lives, and remembering important events.
How to Nurture Your Sphere: A Step-by-Step Guide
1. Identify and Segment Your Sphere
Before diving into nurturing, identify who comprises your sphere. This isn't just your immediate family and friends; it also includes former colleagues, neighbors, school contacts, and anyone with whom you've built a rapport. Segment them based on their potential needs and interests—are they looking to buy, sell, or invest?
2. Regular and Meaningful Communication
Avoid generic email blasts or impersonal social media posts. Instead, personalize your communication. Consider handwritten notes for birthdays or special occasions. Schedule brief calls or video chats to catch up, genuinely asking about their lives, families, and interests. Don’t always focus on your services or products.
3. Provide Value Beyond the Sale
This is crucial for building trust and long-term relationships. Share valuable information related to their interests, whether it's market updates, local events, or helpful resources. Think of it as offering preemptive solutions before they even realize they need them. This could mean anything from sending relevant articles to offering helpful advice on a non-real estate issue.
4. Active Listening and Empathy
Truly listen when someone shares their thoughts and concerns. Empathize with their situations, even if you don't fully understand them. Show them you care about their well-being, not just their business. This is far more valuable than a slick sales pitch.
5. Be Transparent and Authentic
Share your story, your values, and your approach to business. Authenticity builds trust. Don't be afraid to show your vulnerability, as this can make you more relatable and approachable. Be honest about your capabilities and limitations—it's okay to refer someone to another professional if they need expertise outside your field.
6. Give Back to Your Community
Supporting your community demonstrates your commitment to the people in your sphere. Volunteer for a local charity, participate in community events, or sponsor a local organization. These actions solidify your standing as a caring and invested member of the community, further bolstering trust and loyalty.
7. Track Your Interactions and Follow Up
Keep records of your communication and interactions with your sphere. Note down important events, interests, and conversations to personalize future interactions. Follow up after significant events or conversations to demonstrate your continued engagement and care.
8. Celebrate Successes Together
When your sphere refers business to you or achieves a significant milestone, celebrate with them! Acknowledge their contribution and express your gratitude. This solidifies the positive association they have with your business.
Frequently Asked Questions (FAQ)
How often should I communicate with my sphere?
There's no magic number, but aim for consistent contact without being overwhelming. A monthly email newsletter, occasional handwritten notes, or even just a quick phone call every few months can go a long way. The key is to make the contact feel genuine and personalized.
What if someone isn't interested in my services?
That's perfectly fine! Maintain the relationship regardless. Focus on building a strong connection based on mutual respect and support, not just transactions. Remember, you're building long-term relationships, not just short-term sales.
How do I handle objections or negative feedback?
Address concerns openly and honestly. Listen carefully to their perspective and work collaboratively to find a solution that addresses their needs. Even if you can't solve their problem directly, demonstrating empathy and willingness to help will strengthen the relationship.
By focusing on genuine connections and offering consistent value, you can effectively nurture your sphere and build a sustainable, successful, and soulful business. Remember, selling with soul is a marathon, not a sprint.
