3

CHAPTER

Selling Today

10th Edition

Manning and Reece

Creating Value with a Relationship Strategy

3-1

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
3-2

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 selfimprovement plan based on personal development strategies

3-3

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
3-4

Strategic/Consultative Selling Model

FIGURE

3.1

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Developing a Relationship Strategy

Relationships add value
Partneringthe highest-quality selling relationship Relationship strategies focus on four key groups Tailoring the relationship strategy
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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

3-7

PartneringThe Highest-Quality Selling Relationship

Partneringstrategically developed, highquality, long-term relationship focusing on solving customers buying problems It emphasizes building a relationship
Selling must be viewed as process, not an event

3-8

Wilsons Three Keys to Partnering Relationship

1. Relationship is built on shared values 2. Both commit to same vision 3. Salesperson moves from selling to supporting
3-9

Brakebush

3-10

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.
3-11

Effective Relationship Strategies Focus on Four Key Groups

FIGURE

3.2

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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
3-13

Thought Processes to Enhance Relationship Strategy

Self-image is key dimension Win-win philosophy Character and integrity
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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
3-15

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

3-16

Developing a More Positive Self-Image

Focus on future, not past mistakes

Develop expertise in selected areas Develop a positive mental attitude
3-17

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
3-18

Win-Win versus Win-Lose

FIGURE

3.3

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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
3-20

Recent Cases: Lapses in Character and Integrity

3-21

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 customers feelings about that salesperson
3-22

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?
3-23

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
3-24

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
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Shaking Hands
Proper greeting, symbolizes respect Make eye contact

Use firm, deep grip

Duration and dryness

State 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

FIGURE

3.5

3-27

Eye Contact
Good eye contact says Im listening. Prolonged eye contact can send the wrong message

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Effect of Appearance
Simplicity Appropriateness
Formal Business casual

Quality Visual integrity

See Dress Codes Deciphered by:
3-29

Alert: Business Fashion Police

All too often college students dont 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

Voice Quality and Relationships

Ever hear Its 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
3-31

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
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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
3-33

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 persons desk The type of car customers own

Analyze what the office in the NEXT SLIDE communicates

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Artifacts Application

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Self-Improvement Strategies
1. Set precise goals 2. Visualize success 3. Use positive self-talk 4. Reward progress
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