Chapter 3 Creating Value with a Relationship Strategy

Creating Value with a Relationship Strategy “People don’t care how much you know until they know how much you care” w Emotional Intelligence – capacity for monitoring our own feelings and those of others, for motivating ourselves, and for managing emotions well in ourselves and in our relationships. Self-confidence Trustworthiness Adaptability Initiative Optimism Empathy Well-developed social skills

Develop a Relationship Strategy w Adopt win-win philosophy w Project professional image w Maintain high ethical standards

Relationships Add Value w Value-added selling--a series of creative improvements in the sales process that enhance the customer experience w Empathizers--someone with the ability to imagine themselves in someone else’s position and understand what that person is feeling w The salesperson who is honest, accountable, and sincerely concerned about the customer’s welfare brings added value to the sale

Three Keys to a Partnering Relationship w Shared values w Clearly understand the purpose of the partnership and be committed to the vision w The role of the salesperson must move from selling to supporting

Relationship Strategies Focus on Four Key Groups w Customers w Secondary decision makers (receptionist, secretary, assistant) w Company support staff (market research, product service, credit, training, shipping) w Management personnel

Self-Concept w Facts, opinions, beliefs, and perceptions about yourself that are present in your life every moment of every day

Developing a More Positive Self- Concept w Focus on the future and stop being overly concerned with past mistakes or failures w Develop expertise in selected areas w Learn to develop a positive mental attitude

Win-Win Philosophy w In Win-Win selling, both the buyer and seller come out of the sale understanding that their respective best interests have been served—in other words, that they’ve both won. –The New Conceptual Selling (Heiman and Sanchez)

Ego Drive ♦ An inner force that makes the salesperson want and need to make the sale

Character and Integrity w Character is composed of personal standards, including honesty, integrity and moral strength. w Integrity is when you can be trusted to do what you say you will do

Non-Verbal Messages (without words) w Entrance and carriage w Shaking hands Eye contact during handshake Degree of firmness Depth of interlock Duration of grip Degree of dryness of hands w Facial expressions w Eye contact

Appearance w Simplicity w Appropriateness Business casual is clothing that allows you to feel comfortable but looks neat and professional w Quality w Visual integrity

Voice Quality w Do not talk too fast or too slowly w Avoid a speech pattern that is dull and colorless w Avoid bad speech habits

Etiquette (Manners or Protocol) w Avoid the temptation to address a new prospect by first name w Avoid offensive comments or stories w Recognize the importance of punctuality w When you invite a customer to lunch, do not discuss business before the meal is ordered unless the client initiates the subject w When you use voice mail, leave a clear, concise message w Avoid cell phone contempt

Conversation w Become genuinely interested in other people w Be a good listener; encourage others to talk about themselves w Talk in terms of the other person’s interest w Comment on here and now observations w Give sincere compliments w Search for mutual acquaintances or interests

Strategies for Self-Improvement w Set goals w Use visualization w Use positive self-talk w Reward your progress