If you want to succeed in 2012 then you need to sell less. Yes, you heard me: buckle down and sell less. Wow! That is like music to your ears, right?  Short of public speaking, or going to the dentist, the thing people (business owners and professionals) hate most is selling.

Well if you are one of those people, 2012 is your year!  If your goal is to increase your profits and grow your bottom line, then one of the best ways to do it is by selling less to your customers and prospects. Sound crazy? Well, maybe just a little.

Welcome to the Trust & Value Economy. Where not only the market has changed, but so has your customer. With globalization, increased competition and advancements in technology, your customers have realized that they can buy anything they want anywhere they want to. Meaning that what you sell has become a commodity, but how you sell it is your competitive advantage. This puts tremendous importance on the relationship. How well you connect, communicate and proactively serve your client base is the only way to differentiate yourself from your competition, and the only way to truly get your customers to want to buy more.

Face it: when what we sell has become a commodity, then the only other factor left in the sales process is emotion. We all know buying is emotional, and in a Trust & Value Economy, where our customers can buy our products and services anywhere, emotion becomes the most important part of the sales process.  If you want to succeed in 2012, then you have to emotionally connect with your customers, you have to build trust and value. It is all about the relationship. Put your efforts there and you will see a high rate of return on your investment.

So how do you sell less to sell more? How do you build relationship?

1. Don’t chase new business — that is, until you have secured your existing business. Believe me, you do not need any more new customers if you are not caring for the ones you already have. Take a look at your customer base. Do you know who your best customers are? Does everyone on your team? Can you easily identify which customers have the most potential?  If you want your business to grow, then don’t chase new business until you make sure you know and value the business you already have.

2. Commit to details — What do you know about your customers–I mean really know about your customers? What does  every core member of your team really need to know in order to serve your customers? Sit down, make a list of what you need to know to truly understand, anticipate and exceed your customers’ expectations. Create that list, then go out there and discover the details of your customers’ lives. You’ll be amazed at what you uncover and more amazed by what you sell.

3. Question your value – ask yourself and every member of your team: what are you  doing to really add value and exceed your customers’ expectations? This is a word-of-mouth economy; if you want your customers to stay, then you need to be sure you are giving them a reason.  Take advantage of this word-of-mouth economy. If  you want people to talk about you and you want to increase referrals, then you need to question your value. What are you doing to wow your customers? What do they get from you that they could not get from anyone else? What are you doing that would make them brag to their friends about you? Nail the answers to those questions and you’ll sell far more by selling less.

Yes, if you hate to sell, then 2012 is your year. Follow these three steps and watch your business grow!