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Relationship Selling

Relationship Selling. Learning Objectives Understand the role of relationship selling in today’s market and how it differs from past stereotypes of selling. Learn the steps in relationship selling and the purpose of each step.

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Relationship Selling

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  1. Relationship Selling Learning Objectives • Understand the role of relationship selling in today’s market and how it differs from past stereotypes of selling. • Learn the steps in relationship selling and the purpose of each step. • Compare and contrast relationship selling and the traditional sales model. • Examine the usefulness of continuous quality improvement in a sales organization. • Recognize how to build relationships through team selling. • Chapter 2

  2. Quotable Quotes “ Your professionalism is defined not by the business you are in, but by the way you are in business. ” - Dr. Tony Alessandra

  3. Value Creation Through Relationship Selling • The trend in professional selling today is toward relationship, problem-solving selling • Customer Satisfaction: the ultimate goal of the relationship salesperson throughout the selling process • Relationship Management: • Managing the account relationship • Ensuring that your clients receivethe proper service during and afterthe sale

  4. Relationship Builders • Treat customers like life-long partners • Become a solutions provider • Deliver more service than you promise • Schedule regular service calls • Develop open and honest communication • Use the ‘we can’ approach • Take responsibility for mistakes made • Be an ally for the customer’s business

  5. Relationship Breakers • Simply wait for the problem to develop • Focus only on making the sale • Over-promise and under-deliver • Wait for your customers to call you • Lie or make exaggerated claims • Use the “us versus them” approach • Blame somebody else; Knock a competitor • Focus on your own personal gain

  6. Relationship Selling Versus Traditional Selling The face-to-face steps of the Relationship Model: 1 2 3 4 Time: 40 percent spent on gaining rapport and trustEmpathy: Think the way your customer thinks.Standards: Customer expectations, higher than ever

  7. Relationship Selling Versus Traditional Selling RelationshipModel of Selling Traditional Model of Selling Phases % time spent % time spent Approach 40% 10% Identifying Needs 20% 30% Making the Presentation 20% 30% Resistance and Gaining Commitment 40% 10%

  8. Sales Cycle Framework for Relationship Selling The8 STEP SALES CYCLE

  9. Phase One • Identifying Qualified Prospects • Qualified prospects must have: • Need • Money • Authority • Planning Preapproach Activities • Telephone Activities

  10. Phase Two • Approaching the Prospect • Discovering Needs • Success of the process depends on this • Requires questioning and creative listening skills • Making the Presentation • Takes planning • Handling Objections and Gaining Commitment • Resistance happens because an atmosphere of mutual trust was never fully developed • There may be problems beyond your control • The closing stage is the most tedious for the traditional salesperson

  11. Phase Three Service After the Sale • Relationships keep satisfied customers coming back • Customer satisfaction is an asset to you and your company • The relationship really begins when the buyer says “yes” Cognitive Dissonance (buyers remorse) must be reduced

  12. Continuous Quality Improvement • Total Quality Management • Listen and learn from customers and employees • Continuously improve the partnership • Teamwork through mutual trust and respect • Do it right the first time • Get your whole company involved • Service Quality • There is a process and an outcome. Both are necessary for customer satisfaction.

  13. The Service Quality Interaction Service Quality Influences… Leads To…

  14. Traditional Management Versus TQM Traditional Management Model The TQM Model Focus on product Company knows best Transactions Individual performance Fire-fighting management Blame/punishment Short-term (year or less) Intolerant of errors Autocratic leadership Bureaucratic Top-down decisions Inward focused Focus on service Customer knows best Relationships Team performance Continuous improvement Support/reward Long-term (years) Allows mistakes Participative leadership Entrepreneurial Consensus decisions Outward (customer) focused

  15. Team Selling

  16. The Growth of Team Selling • It has grown to take advantage of diverse skills and personalities needed to sell complex products • The selling steps are the same, but rules are needed • Usually at least one salesperson and some technical specialists • The buyer may also have a team

  17. Benefits of Team Selling • Customer gets involved with more than one person • More accurate need definition • Very useful if product is technical • Different individuals bring more selling skills

  18. Risks of Team Selling

  19. Combinations That Work • Opener and Closer • Just as in baseball (starting pitcher and the closer) • Some salespeople are good at opening up relationships while others are masters at closing the sale • Both are very important-- a symbiotic relationship

  20. Selling in a Multicultural World Multicultural Sales Professionals: • Place an emphasis on diversity • Establish a pro-diversity climate that benefits from different cultures’ contributions • Provideethnic diversity that helps foster relationships

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