Relationship Selling

Mark W. Johnston Greg W. Marshall

McGraw-Hill/Irwin

Copyright 2010 by The McGraw-Hill Companies, Inc. All rights reserved.

Using Information to Understand Sellers and Buyers

Chapter 2

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Learning Objectives

Explain the historical basis for stereotyped views of selling in society Point out a variety of reasons why sales jobs can be highly satisfying Identify and explain key success factors for salesperson performance Discuss and give examples of different types of selling jobs List and explain the roles of various participants in an organizational buying center

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Learning Objectives

Describe the relationship between buying centers and selling centers and the nature of team selling

Outline the stages in organizational buyer decision making

Distinguish among different organizational buying situations

Understand the concept of CRM and how it serves to help salespeople manage information

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Media Sources of Negative Image of Selling

Death of a Salesman WKRP in Cincinnati Glengarry Glen Ross Boiler Room

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Leadership 2.1
Six Key Business Trends

Past success can hold you back Tech-driven change will accelerate Time is increasing in value Shifting from information to
communication age

Solutions become obsolete faster Value you bring today is forgotten faster
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Attractive Aspects of Selling Careers

Autonomy Multifaceted and challenging activities Financial rewards Favorable working conditions Career development and advancement
opportunities
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Innovation 2.2
Create Your Own Creativity

Creativity Can be developed Increases productivity Keeps open opportunities for

improvement

Encourages problem-solving from unusual

sources
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Leadership 2.3
Making Remote Leadership Work

Spend time early, in person, with new

boss

Choose the right mode of communication Find opportunities to check in Assume responsibility for the relationship
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Exhibit 2.2
From Salesperson to CEO

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Key Success Factors in Relationship Selling

Listening skills Follow-up skills Ability to adapt sales style from situation
to situation

Tenacity sticking with a task Well-organized

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Key Success Factors in Relationship Selling

Verbal communication skills
Proficiency in interacting with people at all levels of a customers organization Demonstrated ability to overcome objections Closing skills Personal planning and time management skills

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Exhibit 2.6
How Salespeople Spend Their Time

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Types of B2B Sales

Sales to resellers, e.g. retail stores Sales to business users, e.g. General
Electric selling parts to Boeing for use in building airplanes

Sales to institutions, e.g., Dell selling

computers to a governmental agency

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Types of B2B Sales Jobs

Trade servicer Missionary seller Technical seller New-business seller

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Participants in the Organizational Buying Process

Initiators Users Influencers Gatekeepers The buyer The decider The controller
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Team Selling

Structure or system within the selling organization which works to present a unified, well-coordinated effort to the customer

Customer relationship teams often headed up by the account manager

Matrix organizations allow account executives to pull from the full range of functional resources within a company

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Exhibit 2.7
Organizational Buying Decision Stages

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Exhibit 2.8
Consumer vs Organizational Buyer Behavior

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Types of Organizational Buying Situations

New-task purchase Modified rebuy Straight rebuy

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Exhibit 2.9
Process Cycle for CRM

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Role Play
http://www.mhhe.com/business/marketing/videos/RS/02_RP_using_info_sellers_buyers.mp4

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