Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall CHAPTER 3 Creating Value with a Relationship Strategy

Learning Objectives Explain the importance of developing a relationship strategy Discuss how thought processes can enhance your relationship strategy 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 3-2 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

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 It is a predictor of success It can be enhanced with self-development 3-3 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Strategic/Consultative Selling Model 3-4 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 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 3-5 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

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 3-6 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

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 a process, not an event 3-7 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Three Keys to a Partnering Relationship From Wilson Learning: 1.Relationship is built on shared values 2.Both commit to same vision 3.Salesperson moves from selling to supporting 3-8 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Strength in Building Relationships 3-9 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall See the Website

Customer Relationship Management with Technology Customer Relationship Management (CRM) technologies enhance relationship quality Promote rapid and effective client communication Written records help avoid miscommunication 3-10 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

CRM in Action: Salesforce.com 3-11 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall See the Website

Effective Relationship Strategies Focus on Four Key Groups 3-12 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall FIGURE 3.2

Adapting the Relationship Strategy 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 3-13 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Thought Processes that Enhance Your Relationship Strategy Self-concept Win-win philosophy Empathy and ego drive Character and integrity 3-14 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Self-Concept... 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-concept The self-concept can be changed 3-15 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Developing a More Positive Self-Concept Focus on future, not past mistakes Develop expertise in selected areas Develop a positive mental attitude 3-16 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

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 3-17 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Win-Win versus Win-Lose 3-18 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall FIGURE 3.3

Empathy and Ego Drive Empathy is the ability to understand what a person is feeling Ego drive is an inner force that makes the salesperson need to make the sale 3-19 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Character and Integrity Character includes personal standards such as honesty, integrity, and moral strength Integrity involves achieving congruence between what you know, say, and do Integrity has become a valuable character trait 3-20 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

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 3-21 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

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 3-22 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Entrance, Carriage, and Shaking Hands 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 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 3-23

Facial Expressions and Eye Contact Facial expressions convey inner feelings People tend to trust a smiling face Reading facial expressions fairly universal across cultures Good eye contact says “I’m listening” Prolonged eye contact can send the wrong message 3-24 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall FIGURE 3.5

Effect of Appearance Simplicity Appropriateness Formal Business casual Quality Visual integrity 3-25 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Effect of Voice Quality and Relationships 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 3-26 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Effect of Etiquette on 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 voic messages, leave a clear, concise message Avoid cell-phone contempt 3-27 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Conversational Strategies That Enhance Relationships From Dale Carnegie: Become genuinely interested in other people Be a good listener Talk about interests of others 3-28 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Stephen Covey, the note author and consultant, recommends empathic listening: Listen with your ears, your eyes, and your heart.

Conversational Strategies That Add Value From Andrew Gallan, Abbott Laboratories: Use the CARE model to add value Customize Appreciate Respond Execute Become a trusted, respected, and invaluable partner to the customer 3-29 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

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 3-30 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Artifacts Application 3-31 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Strategies for Self-Improvement Set goals Use visualization Use positive self-talk Reward your progress 3-32 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Key Concept Discussion Questions Explain the importance of developing a relationship strategy Discuss how thought processes can enhance your relationship strategy Identify and describe the major nonverbal factors that shape our sales image 3-33 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Key Concept Discussion Questions Describe conversational strategies that help us establish relationships Explain how to establish a self- improvement plan based on personal development strategies 6-34 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

3-35 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall