In the past, we’ve talked about what selling is and what it isn’t, but maybe it is time for a refresher. There are tons of salespeople all over the world and they are selling a ton of different items. But you know what? It doesn’t matter what anyone salesperson is selling. The item is not what makes a good salesperson; it is the salesperson’s ability to establish relationships. A great salesperson can sell anything if they know how to develop and maintain customer relationships.

Product knowledge and knowledge of your particular field is very important, but it is not the most important thing. I know a lot of salespeople who have sold many different things throughout their careers and some have been successful, and others have not. So what’s the difference?

The salespeople who move around because they think item B will be easier to sell than item A are not typically successful. They can learn about the product but their inability to establish relationships does not improve because they are selling something different. Most salespeople have product knowledge, but it is the one who can relay that knowledge that is going to be more successful in the long run.

The salespeople who are successful are successful because they have the ability to connect with their customers. Customers can get what they are looking for from a variety of places. So why do they buy from one salesperson as opposed to another? There are many reasons, of course, but comfort factor with a salesperson is a big one. Two salespeople can tell you the exact same thing but you are going to be more likely to believe the one that has earned your trust.

Anyone can be taught the basics of selling but there’s more to it than that. The successful salespeople are the ones who sell relationships, not products. Take the time to develop relationships with your customers and everything else will take care of itself.