1. CHAPTER 2
Building
Partnership
Relationships

2. The Evolution of Personal Selling
Page 33
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3. Types of Relationships
Market exchanges
Win-Lose
Buyer concerned only about buyer (lowest price)
Seller concerned only about seller (making sale)
Types
Solo (flat tire on road)
Functional relationships (buy out of habit)
Partnerships
Win-Win
Types
Relational partnerships (based on trust, bonding)
Strategic partnerships (significant investment by both to benefit BOTH, Starbucks & United Airlines)
Pages 35-37
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4. Group Activity Smack-Down: Market Exchange vs. Partnership
In groups (pick two & be ready to discuss):
Why would anyone want to use the Market Exchange method?
Why wouldn’t you use the Partnership method all the time?
Name 3 products that are appropriate for the Marketing Exchange method
Name 3 products that are appropriate for the Partnership method
Page 14
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5. Market Exchange Selling Make a Sale!
Making contact
Find someone to listen
Make small talk
Ingratiate and build support
Closing the sale – deliver a sales pitch to:
Get the prospect’s attention
Create interest
Build desire
Get the prospect to take action
Stay alert for closing signals
Use trial closes
Overcome objections
Close early and often
Page 39
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6. Partnership Selling Build Trust & Long-Term Relationship
Initiating the relationship
Engage in strategic prospecting and qualifying
Gather and study precall information
Identify buying influences
Plan the initial sales call
Demonstrate an understanding of the customer’s needs
Developing the relationship
Link the solution to the customer’s needs
Discuss customer concerns
Summarize the solution to confirm benefits
Secure commitment
Enhancing the relationship
Assess customer satisfaction
Expand collaborative involvement
Work to add value and enhance mutual opportunities
Page 39
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7. Foundations of Successful Relationships
Page 40
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8. Characteristics of Successful Partnerships
Mutual trust
Dependability
Competence
Customer orientation
Honesty
Likeability
Open communication
Common goals
Commitment to mutual gain
Mutual investment
Organizational support
Structure and culture
Training
Rewards
Pages 39-45
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9. Phases of a Relationship
Expansion
Commitment
Exploration
Pages 48-49
Awareness
Dissolution
2-9
McGraw-Hill/Irwin

10. Phases of Relationship Development
Awareness
Salespeople locate and qualify prospects; buyers identify sources of supply
Exploration
Both parties may explore the potential benefits and costs of a partnership
Supplier relationship management (SRM) is the use of technology and statistics to identify important suppliers and opportunities for cost reduction, greater efficiency, and other benefits.
Pages 47, 48
2-10
McGraw-Hill/Irwin

11. Phases of Relationship Development (continued)
Expansion
Both parties investigate the benefits of a long-term relationship
Commitment
The customer and seller pledge to continue the relationship for a period of time
Dissolution
Process of terminating the relationship
Pages 48-49
2-11
McGraw-Hill/Irwin