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

2. 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

3. 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

4. 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

5. Strategic/Consultative Selling Model
FIGURE
3.1

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

7. 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

8. 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

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

10. Brakebush

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

12. Effective Relationship Strategies Focus on Four Key Groups
FIGURE
3.2

13. 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

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

15. 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

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

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

18. 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

19. Win-Win versus Win-Lose
FIGURE
3.3

20. 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

21. Recent Cases: Lapses in Character and Integrity

22. 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

23. 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?

24. 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

25. 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

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

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

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

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

30. 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

31. 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

32. 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 voic messages, leave a clear, concise message
Avoid cell-phone contempt

33. 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

34. 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

35. Artifacts Application

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