Copyright 2010 Pearson Education, Inc.

Publishing as Prentice Hall

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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
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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
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Strategic/Consultative
Selling Model
3-4
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FIGURE 3.1
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
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PartneringThe Highest-Quality
Selling Relationship
Partneringstrategically 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

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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

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Strength in Building Relationships
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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
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CRM in Action: Salesforce.com
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See the
Website

Effective Relationship Strategies
Focus on Four Key Groups

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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
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Thought Processes that Enhance
Your Relationship Strategy
Self-concept
Win-win philosophy
Empathy and ego drive
Character and integrity
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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

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Developing a More Positive
Self-Concept
Focus on future, not past mistakes
Develop expertise in selected areas
Develop a positive mental attitude
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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
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Win-Win versus Win-Lose
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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
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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
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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
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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
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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

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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 Im listening
Prolonged eye
contact can send
the wrong message


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FIGURE 3.5
Effect of Appearance
Simplicity
Appropriateness
Formal
Business casual
Quality
Visual integrity
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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
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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 voice-mail messages, leave a
clear, concise message
Avoid cell-phone contempt
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Conversational Strategies That
Enhance Relationships
From Dale Carnegie:
Become genuinely interested in other
people
Be a good listener
Talk about interests of others


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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

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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
3-30
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Artifacts Application
3-31
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Strategies for Self-Improvement
Set goals
Use visualization
Use positive self-talk
Reward your progress
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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
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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.
Publishing as Prentice Hall