9TH EDITION

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9TH EDITION
Selling Today
Manning and Reece
CHAPTER 3
CREATING VALUE WITH A RELATIONSHIP STRATEGY
PART II
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LEARNING OBJECTIVES-1

• Explain importance of developing relationship
  strategy
• List four key groups with which sales person
  needs to develop relationship strategy
• Discuss how self-image forms foundation for
  long-term selling relationships
• Describe the importance of a win-win selling
  relationship

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LEARNING OBJECTIVES-2

• Identify and describe major nonverbal factors
  shaping our sales image
• Describe conversational strategies that help us
  establish relationships
• Explain how one establishes a self- improvement
  plan based on personal development strategies

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EMOTIONAL INTELLIGENCEDEFINED

• 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.

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STRATEGIC/CONSULTATIVESELLING MODEL
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DEVELOPING A RELATIONSHIP STRATEGY

• RELATIONSHIPS ADD VALUE
• PARTNERINGHIGHEST QUALITY SELLING RELATIONSHIP
• STRATEGIES FOCUS ON FOUR KEY GROUPS

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RELATIONSHIPS ADD VALUE

• Customers perceive value added when they feel
  comfortable with salesperson
• Certain salesperson traits help create
  perception of value
• Accountability
• Honesty
• Sincere concern for customer welfare

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PARTNERINGHIGHEST FORM

• Strategically developed high quality, long-term
  relationship focusing on solving customer
  problems
• Must be viewed as process, not an event

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WILSONS THREE KEYS TOPARTNERING RELATIONSHIP
BUILT ON SHARED VALUES
BOTH COMMIT TO SAME VISION
SALES PERSON MOVES FROM SELLING TO SUPPORTING
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BRAKEBUSH
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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 to download a
  demo version of ACT!

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EFFECTIVE RELATIONSHIP STRATEGY FOUR KEY
GROUPS
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A SELLING PARTNER
Prepares strategically Asks questions Restates
customer needs Teams with support
people Negotiates win-win Exceeds customer
expectations Re-examines relationship
PARTNER
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THOUGHT PROCESSES TO ENHANCE RELATIONSHIPS

• SELF IMAGE IS KEY DIMENSION
• SELF IMAGE AND SUCCESS
• WIN-WIN PHILOSOPHY
• CHARACTER AND INTEGRITY

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DEVELOPING MORE POSITIVESELF IMAGE
1. FOCUS ON FUTURE, NOT PAST
APPROACHES
2. DEVELOP EXPERTISE
3. KEEP POSITIVE ATTITUDE
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WIN-WIN PHILOSOPHY

• CUSTOMER SATISFACTION PRIMARY
• FIRST STEP IN DEVELOPMENT OF RELATIONSHIP
  STRATEGY
• BOTH PARTIES EXIT SALE FEELING SATISFIED

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WIN-WIN vs. WIN-LOSE

• WIN-WIN TYPES
• -- Help others solve their problems
• -- Fix what caused the problem
• -- Make life joyous for all concerned
• -- Learn from past, live in present, set future
  goals
• -- Honor commitments

• WIN-LOSE TYPES
• -- See a problem in every solution
• -- Fix the blame
• -- Let life happen, are not proactive
• -- Live in the past
• -- Make promises they never keep

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CHARACTER AND INTEGRITY

• Character includes high personal standards,
  integrity, honesty, and moral fiber
• Integrity involves achieving congruence between
  what you know, say, and do

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RECENT CASES LAPSES IN CHARACTER AND INTEGRITY

• ENRON CORPORATION
• ARTHUR ANDERSON LLP
• MERRILL LYNCH COMPANY

E
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NONVERBAL STRATEGIES

• First customer contact critical!
• Difficult to rebound from negative first
  impression
• Nonverbal often more important than verbal

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UNDERSTANDING BASED ON NONVERBALS AND FEELINGS
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APPLICATION ARTIFACTS

• The self-selected objects that surround a
  person are called artifacts
• What can you learn from?
• -- Pictures in an office
• -- Objects on her/his desk
• -- The type of car customers own
• Analyze what the office in the NEXT SLIDE
  communicates

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APPLICATION ARTIFACTS
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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

• May sound trite but it IS very important
• Make eye contact
• Firm grip
• Give your name when you extend your hand

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FACIAL EXPRESSIONS

• Facial expressions convey inner feelings
• People tend to trust a smiling face
• Reading facial expressions fairly universal
  across cultures

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EYE CONTACT

• Good eye contact saysIm listening.
• Prolonged eye contact can send the wrong message

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EFFECT OF APPEARANCE

• Simplicity
• Appropriateness
• --Formal
• --Business casual
• Quality
• Visual integrity

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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

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EFFECT OF VOICE QUALITY

• EVER HEARITS NOT JUST WHAT YOU SAY, BUT HOW
  YOU SAY IT?

• -- Avoid rapid-fire speech
• -- Vary speed of your delivery
• -- Sound upbeat, energetic but not phony
• --Convey enthusiasm in your voice
• -- Try to sound relaxed

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MANNERS WHAT TO AVOID

• Avoid temptation to start on first name basis
• Avoid offensive comments or jokes
• Avoid religious or political discussions
• Avoid discussing business before meals are served
• Avoid long voice-mail messages speak clearly,
  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 current situation, even the
  weather be observant
• --Compliment your customers when appropriate
• --Find mutual acquaintance or interest you
  share with customer

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SELF-IMPROVEMENT STRATEGIES

• 1. SET PRECISE GOALS
• 2. USE VISUALIZATION
• 3. USE POSITIVE SELF-TALK
• 4. RECOGNIZE YOUR PROGRESS