5 ways to turn a one-time sale into a lasting relationship

The opinions expressed by entrepreneurs contributors are their own.

A solid sales strategy is critically important for any organization. Whether you work in the payments industry or peddle vacuums, no business can thrive without a quality sales team.

Succeeding in accumulating an invaluable asset: customer trust. Strong customer relationships will ensure the longevity of an organization and well beyond a good quarter of profits. But trust is not easily acquired; rather, it is acquired over time by listening and engaging with clients and gaining a deep understanding of their goals, concerns and constraints. Above all, a company's sales strategy must communicate solutions that add significant value for the customer.

For this reason, we like to think of a sale as the start of a lasting relationship, not just a transaction, and it creates an opportunity to invest and earn repeat business with existing customers. This new global approach to sales is a market differentiator. Here are the key elements of a successful sales strategy that will win and keep customers in today's ever-changing and increasingly competitive marketplace.

Related: 7 Trusted Tips to Use in Your Business

1. Lead with customer engagement

Customer engagement should be considered the cornerstone of quality sales practices in 2022 and beyond. It is fundamental to building a customer relationship and supporting future business. Engagement in this framework invites the customer to participate in setting goals and providing feedback throughout their relationship with the company, as well as sharing successes. Technology can improve this experience by facilitating communication with customers, providing a tool to measure and evaluate performance, and providing regular updates.

For the, leveraging technology to advance the maximizes every sales opportunity. When executed well, the client becomes a partner in the project and both parties have a vested interest in achieving a successful outcome.

2. Make balanced value the goal

When you sit down at the negotiating table, the customer on the other side immediately knows your underlying motivation: you want to close the deal. But the best deals are made when the needs of both parties have been met without exploiting the other.

This concept is known as balanced value, and it occurs when both the organization and the customer feel like they are walking away with a win. It's an important stepping stone to building a strong, lasting relationship with a customer, and those relationships can be some of the most valuable to a business. It is generally easier and more successful to sell products to an existing customer than to acquire a new one. If you provide value throughout the relationship lifecycle, customers will be thrilled to work with you again.

Related: Earn Customer Trust and the Rest Will Follow

3. Locate the problem

Each sale should be seen as an opportunity to solve a problem for the customer. This process begins with listening to the customer's needs and challenges, then identifying the best product solutions to solve those problems.

Be careful, however, not to put the cart before the horse by promoting the product and features without understanding the implementation. Instead, focus on the client's unique pain points, then