Creating Value with a Relationship Strategy

1. Selling Today 10th Edition CHAPTER Manning and Reece Creating Value with aRelationship Strategy 3

2. Learning Objectives • Explain the importance of developing a relationship strategy • List the four key groups with which the salesperson needs to develop relationship strategies • Discuss how self-image forms the foundation for building long-term selling relationships • Describe the importance of a win-win relationship

3. Learning Objectives • Identify and describe the major nonverbal factors that shape our sales image • Describe conversational strategies that help us establish relationships • Explain how to establish a self-improvement plan based on personal development strategies

4. Emotional Intelligence . . . is the capacity for monitoring our own feelings and those of others, for motivating ourselves, and for managing emotions well in ourselves and in our relationships • Emotional intelligence is a predictor of success • It can be enhanced with self-development

5. Strategic/ConsultativeSelling Model 3.1 FIGURE

6. Developing a Relationship Strategy • Relationships add value • Partnering—the highest-quality selling relationship • Relationship strategies focus on four key groups • Tailoring the relationship strategy

7. Relationships Add Value • Customers perceive that value is added when they feel comfortable with the relationship they have with a salesperson • Certain salesperson traits help create perception of value • Honesty • Accountability • Sincere concern for customer welfare

8. Partnering—The Highest-Quality Selling Relationship • Partnering—strategically developed, high-quality, long-term relationship focusing on solving customers’ buying problems • It emphasizes building a relationship • Selling must be viewed as process, not an event

9. Wilson’s Three Keys toPartnering Relationship • Relationship is built on shared values • Both commit to same vision • Salesperson moves from selling to supporting

10. Brakebush

11. Customer Relationship Management (CRM) Software • CRM enhances relationship quality • Promotes rapid and effective client communication • Written records help avoid miscommunication See Appendix 2 for instructions on using thedemo version of ACT! on the CD with this book.

12. Effective Relationship Strategies Focus on Four Key Groups 3.2 FIGURE

13. Tailoring Relationship Strategies • Transactional selling • Buyers aware of needs, focus on price • Relationship strategy secondary • Consultative selling • Salesperson listens, defines problem, solves • Impact of the relationship is important • Strategic alliance selling • Build relationship with several people

14. Thought Processes toEnhance Relationship Strategy • Self-image is key dimension • Win-win philosophy • Character and integrity

15. Self-Image . . . shaped by the ideas, attitudes, feelings, and thoughts you have about yourself that influence the way you relate to others • Feelings and behavior are consistent with the self-image • The self-image can be changed

16. Discussion Question • How can a negative self-image be an obstacle for a salesperson trying to develop relationships with customers?

17. Developing a More PositiveSelf-Image Focus on future, not past mistakes Develop expertise in selected areas Develop a positive mental attitude   

18. The Win-Win Philosophy • Customer satisfaction primary • Adopting win-win is the first step in development of relationship strategy • Both the buyer and seller come out of the sale with their respective best interests being served

19. Win-Win versus Win-Lose 3.3 FIGURE

20. Character and Integrity • Character includes personal standards, including honesty, integrity, and moral strength • Integrity involves achieving congruence between what you know, say, and do • Integrity has become a valuable character trait

21. Recent Cases: Lapses in Character and Integrity

22. Verbal and Nonverbal Strategies • First customer contact critical • Quick, superficial judgments are made • These impressions can facilitate or distract • The image a salesperson projects can influence the customer’s feelings about that salesperson

23. Discussion Questions • Think of an instance when you first had contact with a salesperson who made a negative impression. What verbal and/or nonverbal factors played a role in your assessment? • Think of an instance when you first had contact with a salesperson who made a positive impression. What verbal and/or nonverbal factors played a role in your assessment?

24. Nonverbal Messages • Silent messages communicated through facial expressions, voice tone, gestures, appearance, posture, and other nonverbal means • Nonverbal messages have greater impact than verbal messages • Make sure verbal and nonverbal messages are consistent

25. Entrance and Carriage • Believe and project that you have a reason to be there and something important to offer the client • Communicate confidence with: • Strong stride • Good posture • Friendly smile

26. Shaking Hands • Proper greeting, symbolizes respect • Make eye contact • Use firm, deep grip • Duration and dryness • State your name when you extend your hand

27. Facial Expressions • Facial expressions convey inner feelings • People tend to trust a smiling face • Reading facial expressions fairly universal across cultures 3.5 FIGURE

28. Eye Contact • Good eye contact says “I’m listening.” • Prolonged eye contact can send the wrong message

29. Effect of Appearance • Simplicity • Appropriateness • Formal • Business casual • Quality • Visual integrity See Dress Codes Deciphered by:

30. Alert: Business Fashion Police • All too often college students don’t have the basics of a businesswardrobe when theygraduate • Research the industryyou wish to enter andbuy accordingly • Gift certificates make good graduation gifts

31. Voice Quality and Relationships Ever hear “It’s not just what you say, but how you say it?” • Avoid rapid-fire speech • Vary speed of your delivery • Sound upbeat and energetic, but not phony • Convey enthusiasm in your voice • Try to sound “relaxed” • Avoid bad speech habits

32. Manners and Relationships • Avoid temptation to start on first name basis • Avoid offensive comments or jokes • Recognize the importance of punctuality • When dining, avoid discussing business before meals are ordered, unless customer initiates • When leaving voice-mail messages, leave a clear, concise message • Avoid cell-phone contempt

33. Conversational Strategies From Dale Carnegie: • Become genuinely interested in other people • Be a good listener • Talk about interests of others From text: • Comment on here and now observations • Compliment your customers when appropriate • Find mutual acquaintances or interests

34. Artifacts Application • The self-selected objects that surround a person are called artifacts • What can you learn from? • Pictures in an office • Objects on a person’s desk • The type of car customers own • Analyze what the “office” in theNEXT SLIDE communicates

35. Artifacts Application

36. Self-Improvement Strategies • Set precise goals • Visualize success • Use positive self-talk • Reward progress