n an industry saturated with buzzwords, one phrase that is used again and again is "value added." New technology promises value-added products. New processors promise value-added services. What is not heard as frequently on the business boulevard is anything about value-added relationships.

While new products and services may set you apart from the pack on the surface, creating, building and maintaining strong sales relationships with partners and prospects is critical to sales success.

Selling is a relationship-based profession. It's all about consulting as opposed to just selling. If you're seeking ways to add value to your portfolio, here are tips that aren't based on technology but rather on a true appreciation of the human approach.

• Tell the truth. First and foremost, don't be a know-it-all. If you don't have the answer to a prospect's or customer's question, readily admit it and then immediately promise to research and return. The value of appearing honest and earnest greatly outweighs acting like an expert.
• Find where it hurts. Not every merchant feels the same business-related pain. Ask pertinent questions and prepare a specialized treatment to alleviate their particular stress. If you can cure them, you'll keep them.
• Don't always look for a return. The truest friends help one another without receiving a direct benefit. Whether it be info or assistance, doing more than is basically required or reimbursed ensures a greater return on services rendered. Instant gratification has no value for professionals in it for the long haul.
• Stay in touch. Past associates and old friends all are valuable in maintaining relationships and creating new ones. Everyone is a potential recruit for referrals. Even more important, staying in touch also means returning every call every day. Leave a message unanswered and you'll run the risk of being left behind.
• Be aware of the action. It's not enough to know your client. Today, you've got to know your client's competitors as well. Your merchant will appreciate you keeping them informed of what their rivals are doing. By watching your merchant's back, you'll cover your own.
• If you can't say anything nice ... A prospect doesn't want to hear you bashing your own competition, especially if that prospect had a favorable meeting the day before with them. Instead, point out the valuable benefits of your products that meet their special needs better than anyone else's. That requires you knowing the good things about your competitors, not just the bad.
• Keep a little black book. Birthdays, anniversaries, important events in the lives of your clients are invaluable to maintaining a strong bond. Acknowledgement can be as simple as a congratulatory phone call or a quick note. Sometimes, it's not the size of the service but the sentiment.
• Make an impression. Do it with humor, do it with style, just do it. Always leave your prospect or customer feeling good, but always leave them knowing that you are a professional whose knowledge of their business model, their special needs and their sales goals is solid.
• Share your wealth. Providing value to your merchants includes sharing ideas on how to sell more efficiently and effectively on a regular basis. While they may not incorporate your ideas every time, when they do have a situation that requires special attention, they'll contact the person who presents solutions regularly - that's you.