Relationship Building

Relationship Building Unit 5: Retail Agribusiness Sales Lesson: AS2

Objectives Lesson Objective: • After completing the lesson on relationship building, students will demonstrate their ability to apply the concept in real-world situations by obtaining a minimum score of 80% on a YouTube Video evaluation. Enabling Objectives: • Generate a list of words, phrases, statements, and questions to use during a sales presentation for each communication style. • Criticize dialogues that build and break-down rapport. • Assemble a list of how a salesperson can build and maintain a relationship with a customer.

Key Terms • Analyzer • Controller • Supporter • Promoter • Rapport • Credibility

Your communication style

Communication Styles

Understanding Communication Styles • The more knowledgeable the salesperson is about the customer’s style, the more effective the salesperson will be because presentation will be customized • Customizing the presentation allows the customer to retain the information and message the salesperson is conveying

Analyzer • Lower in aggressiveness and higher in formality • Prefers detailed data • Takes more time to digest information and make a decision • Shows little emotion and is calm and quiet • Task- oriented • Present very detailed information to appeal to customer’s desire for complete and accurate information, showing proof of reliable research, detailed reports, and guarantees • Present information in a formal, businesslike manner • In the presentation, adopt a problem-solving approach • Give analyzers time to make a decision

Controller • Higher in aggressiveness and formality • Prefers quick decisions and immediate action • Task-oriented and motivated, efficient and thorough, and very organized • Impatient and unemotional • Prefers to be in control of decisions • Decision maker • Use a businesslike manner • Make a direct, fast-paced presentation • Include information on saving time and money • Discuss the purchase in terms of “winning” • Convince the customer that the product is a good investment without overselling it • Cover its features and benefits, discuss point thoroughly and quickly, and finish before he/she gets bored • Make the focus of the presentation a choice or decision over which the customer has control

Promoter • Higher in aggressiveness and lower in formality • Enthusiastic, expressive, and energetic • People-oriented • Perceived as talkative • Creative • Usually stimulated by ego • Responds to appeals to his or her reputation • Attempt to build a personal relationship with the customer • Make an inspirational, stimulating, dynamic, fast-paced presentation • Do not include too many details or spend too much time on important points • Make an imaginative presentation to appeal to the customer’s creativity • Appeal to the customer’s ego by stressing what the customer will gain with the purchase of the product

Supporter • Lower in aggressiveness and formality • Friendly, cooperative, open-minded, and empathetic • People-oriented • Considered to be a true team player • Appeal to the customer’s desire for a personal relationship • Make the presentation casual and helpful by being specific and walk the customer through specific features and benefits, explaining the positive results of the purchase • Design the presentation to make him or her feel good • Avoid conflict

Developing Good Relationships • Gains customer’s loyalty • Obtains referrals and customer testimonials more easily • Increases potential for long-term purchases

What Is Rapport? • Building a relationship • Making a connection with someone

Building Rapport

credibility

Establishing Credibility • A customer needs to believe in the salesperson if they are to build a long-term business relationship • The customer must feel that the salesperson is a good source of information and can be counted on to take care of concerns or problems

Customer Perceptions • Outward appearance • Dress professionally, but not overly dressy for the occasion or sale • Look neat and put together • Piercings or tattoos • Excessive make up • Facial hair vs. clean shave • Hair nicely in place or all over the face, etc • Hand shake • Initial greeting • Confidence in voice before, during, and after sales presentation • Knowledge of product during presentation • Ability to carry on a conversation with customer • Smile, facial expressions • Eye contact

Conclusion • Understanding an individual’s communication style is an important part of the sales process. It allows a salesperson to adjust his or her presentation so that the customer is more comfortable and receptive to the new information. Understanding communication styles is also useful so that customer reactions can be predicted and prepared for before the presentation. • The salesperson must begin to work immediately to establish rapport with the customer to build a sound, long-term business relationship. The salesperson should work on developing an atmosphere of honesty, trust, comfort, support, and a common goal to build rapport. The credibility of both the salesperson and the company is also an important part of building rapport. • Maintaining positive relationships with customers is also key to success. Once rapport has been built and credibility has been established, take the time to make customers feel appreciated, important, and valued in order to maintain their business relationship.

Exit Cards • What did you learn today about relationship building? • What questions do you still have about relationship building?

Relationship Building