Secret To Selling: Stop Selling Product. Start Selling Relationships.

Niles, IL, March 1, 2005

In the post 9-11 economy, sales people have to change the way they do business to get more business. Successful companies have discovered if you want to sell more, you need to stop selling. That's right, stop selling. Stop selling product and start building relationships.

That's how Nimlok, a leader in trade show exhibits, stopped selling product and started gaining clients - by simply focusing on relationship building. "This was no small change. We made bold strategic changes to our business model to make it relevant to our current business," said Nimlok president Simon Perutz. Changing the business structure really paid off, with sales increases of 56% for Nimlok distributors who trained in relationship building.

Last year Nimlok revamped its training program with a new foundation: building and serving solid client relationships. The Nimlok Certified Consultant program trains distributors to truly listen to clients, to dissect what they're saying to get to the "meat" of their needs, objectives, interests and requirements. "This consultative approach brings the client to a comfort level where we are considered an extension of their marketing team, a partner, not as just an outside vendor," Perutz explained.

Today's clients are doing business smarter and understand the return on their investment. Truly listening, assessing, and interpreting client needs builds the relationship that translates to sales. "We are not a product marketer any more, we sell solutions," Perutz explained. "We focus on solving client needs, not just selling exhibits. If we solve the need, the exhibit is secondary."

Nimlok certified consultants see this difference and are enjoying better sales. "I don't sweat the small stuff, because I concentrate on the big stuff - relationship building is the big stuff. Selling exhibits is now the small stuff," said Nimlok New York partner Paul Conway.

Nimlok client John Kerastas, of Smart Signal Corporation worked with Nimlok Chicago on designing a 10 x 20 custom rental booth and he also appreciates the consultative approach.

"Our Nimlok distributor was very responsive. We had a strong opinion of what we wanted our booth to do. They responded beautifully and demonstrated they'd paid attention to what we had asked upfront and along the way. They are a very professional group that does a good job of listening."

It's all about listening, building relationships through listening. It's the best way to stop selling product and start gaining clients.

Since its founding in 1970, Nimlok has grown to become a worldwide leader in the display and exhibit industry. With more than 200 authorized distributor partners in 56 countries worldwide, they offer an extensive Custom Solution product line as well as portable and pop-up displays, visual communication systems and other exhibit accessories. Manufacturing facilities are located in Chicago, Toronto, and the U.K.