Creating Value with a Relationship Strategy

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Creating Value with aRelationship Strategy
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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

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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

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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
• Emotional intelligence is a predictor of success
• It can be enhanced with self-development

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Strategic/ConsultativeSelling Model
3.1
FIGURE
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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

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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 process, not an event

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Wilsons Three Keys toPartnering Relationship

• Relationship is built on shared values
• Both commit to same vision
• Salesperson 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 on using thedemo
version of ACT! on the CD with this book.
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Effective Relationship Strategies Focus on Four
Key Groups
3.2
FIGURE
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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

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Thought Processes toEnhance 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

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Discussion Question

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

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Developing a More PositiveSelf-Image
?

• 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
3.3
FIGURE
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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

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Recent Cases Lapses in Character and Integrity
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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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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?

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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

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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

• 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

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

3.5
FIGURE
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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
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Alert Business Fashion Police

• All too often college students dont have the
  basics of a businesswardrobe when theygraduate
• Research the industryyou wish to enter andbuy
  accordingly
• Gift certificates make good graduation gifts

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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

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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

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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 theNEXT SLIDE
  communicates

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Artifacts Application
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Self-Improvement Strategies

• Set precise goals
• Visualize success
• Use positive self-talk
• Reward progress