3-1 9 TH EDITION CHAPTER 3 CREATING VALUE WITH A RELATIONSHIP STRATEGY Manning and Reece PART II

3-2 LEARNING OBJECTIVES-1 Explain importance of developing relationship strategy List four key groups with which sales person needs to develop relationship strategy Discuss how self-image forms foundation for long-term selling relationships Describe the importance of a win-win selling relationship

3-3 LEARNING OBJECTIVES-2 Identify and describe major nonverbal factors shaping our sales image Describe conversational strategies that help us establish relationships Explain how one establishes a self- improvement plan based on personal development strategies

3-4 EMOTIONAL INTELLIGENCE DEFINED ”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.”

Figure STRATEGIC/CONSULTATIVE SELLING MODEL

3-6 DEVELOPING A RELATIONSHIP STRATEGY RELATIONSHIPS ADD VALUE PARTNERING…HIGHEST QUALITY SELLING RELATIONSHIP STRATEGIES FOCUS ON FOUR KEY GROUPS

3-7 RELATIONSHIPS ADD VALUE Customers perceive value added when they feel comfortable with salesperson Customers perceive value added when they feel comfortable with salesperson Certain salesperson traits help create perception of value Certain salesperson traits help create perception of value –Accountability –Honesty –Sincere concern for customer welfare

3-8 PARTNERING—HIGHEST FORM Strategically developed high quality, long-term relationship focusing on solving customer problems Strategically developed high quality, long-term relationship focusing on solving customer problems Must be viewed as process, not an event Must be viewed as process, not an event

3-9 WILSON’S THREE KEYS TO PARTNERING RELATIONSHIP BUILT ON SHARED VALUES BOTH COMMIT TO SAME VISION SALES PERSON MOVES FROM SELLING TO SUPPORTING

3-10 BRAKEBUSH

3-11 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 to download a demo version of ACT!

Figure EFFECTIVE RELATIONSHIP STRATEGY FOUR KEY GROUPS

3-13 A SELLING PARTNER Prepares strategically Asks questions Restates customer needs Teams with support people Negotiates win-win Exceeds customer expectations Re-examines relationship

3-14 THOUGHT PROCESSES TO ENHANCE RELATIONSHIPS SELF IMAGE IS KEY DIMENSION SELF IMAGE IS KEY DIMENSION SELF IMAGE AND SUCCESS SELF IMAGE AND SUCCESS WIN-WIN PHILOSOPHY WIN-WIN PHILOSOPHY CHARACTER AND INTEGRITY CHARACTER AND INTEGRITY

3-15 DEVELOPING MORE POSITIVE SELF IMAGE APPROACHES 1. FOCUS ON FUTURE, NOT PAST 1. FOCUS ON FUTURE, NOT PAST 2. DEVELOP EXPERTISE 3. KEEP POSITIVE ATTITUDE

3-16 WIN-WIN PHILOSOPHY CUSTOMER SATISFACTION PRIMARY CUSTOMER SATISFACTION PRIMARY FIRST STEP IN DEVELOPMENT OF RELATIONSHIP STRATEGY FIRST STEP IN DEVELOPMENT OF RELATIONSHIP STRATEGY BOTH PARTIES EXIT SALE FEELING SATISFIED BOTH PARTIES EXIT SALE FEELING SATISFIED

3-17 WIN-WIN vs. WIN-LOSE WIN-WIN TYPES --Help others solve their problems --Fix what caused the problem --Make life joyous for all concerned -- Learn from past, live in present, set future goals --Honor commitments WIN-LOSE TYPES -- See a problem in every solution --Fix the blame --Let life happen, are not proactive -- Live in the past -- Make promises they never keep

3-18 CHARACTER AND INTEGRITY Character includes high personal standards, integrity, honesty, and moral fiber Integrity involves achieving congruence between what you know, say, and do

3-19 RECENT CASES: LAPSES IN CHARACTER AND INTEGRITY ENRON CORPORATION ARTHUR ANDERSON LLP ARTHUR ANDERSON LLP MERRILL LYNCH COMPANY MERRILL LYNCH COMPANY

3-20 NONVERBAL STRATEGIES First customer contact critical! Difficult to rebound from negative first impression Nonverbal often more important than verbal

3-21 UNDERSTANDING BASED ON NONVERBALS AND FEELINGS

3-22 APPLICATION ARTIFACTS The self-selected objects that surround a person are called artifacts What can you learn from? -- Pictures in an office -- Objects on her/his desk -- The type of car customers own Analyze what the “office” in the NEXT SLIDE communicates

3-23 APPLICATION ARTIFACTS

3-24 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

3-25 SHAKING HANDS May sound trite but it IS very important Make eye contact Firm grip Give your name when you extend your hand

3-26 FACIAL EXPRESSIONS Facial expressions convey inner feelings People tend to trust a smiling face Reading facial expressions fairly universal across cultures

3-27 EYE CONTACT Good eye contact says…“I’m listening.” Prolonged eye contact can send the wrong message

3-28 EFFECT OF APPEARANCESimplicityAppropriateness--Formal --Business casual Quality Visual integrity

3-29 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

3-30 EFFECT OF VOICE QUALITY -- Avoid rapid-fire speech -- Vary speed of your delivery -- Sound upbeat, energetic but not phony --Convey enthusiasm in your voice -- Try to sound “relaxed” EVER HEAR…”ITS NOT JUST WHAT YOU SAY, BUT HOW YOU SAY IT?” EVER HEAR…”ITS NOT JUST WHAT YOU SAY, BUT HOW YOU SAY IT?”

3-31 MANNERS: WHAT TO AVOID Avoid temptation to start on first name basis Avoid offensive comments or jokes Avoid religious or political discussions Avoid discussing business before meals are served Avoid long voic messages …speak clearly, concise message Avoid cell-phone contempt

3-32 CONVERSATIONAL STRATEGIES From Dale Carnegie: From Dale Carnegie: -- Become genuinely interested in other people -- Be a good listener -- Talk about interests of others From Text: From Text: -- Comment on current situation, even the weather; be observant --Compliment your customers when appropriate --Find mutual acquaintance or interest you share with customer

Last slide Chapter SELF-IMPROVEMENT STRATEGIES 1. SET PRECISE GOALS 2. USE VISUALIZATION 3. USE POSITIVE “SELF-TALK” 4. RECOGNIZE YOUR PROGRESS