Creating Value with a Relationship Strategy Selling Today 10th Edition CHAPTER Manning and Reece 3 Creating Value with a Relationship Strategy

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

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

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

Strategic/Consultative Selling Model FIGURE 3.1

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

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

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

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

Brakebush

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 the demo version of ACT! on the CD with this book.

Effective Relationship Strategies Focus on Four Key Groups FIGURE 3.2

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

Thought Processes to Enhance Relationship Strategy Self-image is key dimension Win-win philosophy Character and integrity

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

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

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

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

Win-Win versus Win-Lose FIGURE 3.3

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

Recent Cases: Lapses in Character and Integrity

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

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?

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

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

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

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

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

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

Alert: Business Fashion Police All too often college students don’t have the basics of a business wardrobe when they graduate Research the industry you wish to enter and buy accordingly Gift certificates make good graduation gifts

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

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

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

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 the NEXT SLIDE communicates

Artifacts Application

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