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Learning ObjectivesExplain the importance of developing a relationship strategyDiscuss how thought processes can enhance your relationship strategyIdentify and describe the major nonverbal factors that shape our sales imageDescribe conversational strategies that help us establish relationshipsExplain how to establish a self-improvement plan based on personal development strategies3-*

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall


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 relationshipsIt is a predictor of successIt can be enhanced with self-development 3-*



Strategic/ConsultativeSelling Model3-*



Developing a Relationship StrategyRelationships add valuePartneringthe highest-quality selling relationshipRelationship strategies focus on four key groupsTailoring the relationship strategy3-*



Relationships Add ValueCustomers perceive that value is added when they feel comfortable with the relationship they have with a salespersonCertain salesperson traits help create perception of valueHonestyAccountabilitySincere concern for customer welfare3-*



PartneringThe Highest-Quality Selling RelationshipPartneringstrategically developed, high-quality, long-term relationship focusing on solving customers buying problemsIt emphasizes building a relationshipSelling must be viewed as a process, not an event

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Three Keys to a Partnering RelationshipFrom Wilson Learning:Relationship is built on shared valuesBoth commit to same visionSalesperson moves from selling to supporting

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Customer Relationship Management with TechnologyCustomer Relationship Management (CRM) technologies enhance relationship qualityPromote rapid and effective client communication Written records help avoid miscommunication3-*



Effective Relationship Strategies Focus on Four Key Groups

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Adapting the Relationship StrategyTransactional sellingBuyers aware of needs, focus on priceRelationship strategy secondaryConsultative sellingSalesperson listens, defines problem, solvesImpact of the relationship is importantStrategic alliance sellingBuild relationship with several people3-*



Thought Processes that Enhance Your Relationship StrategySelf-conceptWin-win philosophyEmpathy and ego driveCharacter and integrity3-*



Self-Concept. . . shaped by the ideas, attitudes, feelings, and thoughts you have about yourself that influence the way you relate to othersFeelings and behavior are consistent with the self-conceptThe self-concept can be changed

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Developing a More PositiveSelf-Concept Focus on future, not past mistakes Develop expertise in selected areas Develop a positive mental attitude3-*



The Win-Win PhilosophyCustomer satisfaction primaryAdopting win-win is the first step in development of relationship strategyBoth the buyer and seller come out of the sale with their respective best interests being served3-*



Win-Win versus Win-Lose3-*


FIGURE3.3


Empathy and Ego DriveEmpathy is the ability to understand what a person is feelingEgo drive is an inner force that makes the salesperson need to make the sale3-*



Character and IntegrityCharacter includes personal standards such as honesty, integrity, and moral strengthIntegrity involves achieving congruence between what you know, say, and doIntegrity has become a valuable character trait3-*



Verbal and Nonverbal StrategiesFirst customer contact criticalQuick, superficial judgments are made These impressions can facilitate or distractThe image a salesperson projects can influence the customers feelings about that salesperson3-*



Nonverbal MessagesSilent messages communicated through facial expressions, voice tone, gestures, appearance, posture, and other nonverbal meansNonverbal messages have greater impact than verbal messages Make sure verbal and nonverbal messages are consistent3-*



Entrance, Carriage, and Shaking HandsEntrance and CarriageBelieve and project that you have a reason to be there and something important to offer the clientCommunicate confidence with:Strong strideGood postureFriendly smile

Shaking HandsProper greeting, symbolizes respect Make eye contact Use firm, deep gripDuration and drynessState your name when you extend your hand

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 3-*


Facial Expressions and Eye ContactFacial expressions convey inner feelings People tend to trust a smiling faceReading facial expressions fairly universal across culturesGood eye contact says Im listening Prolonged eye contact can send the wrong message

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FIGURE3.5


Effect of AppearanceSimplicity AppropriatenessFormalBusiness casualQualityVisual integrity3-*



Effect of Voice Quality and RelationshipsAvoid rapid-fire speechVary speed of your delivery Sound upbeat and energetic, but not phonyConvey enthusiasm in your voice Try to sound relaxedAvoid bad speech habits3-*



Effect of Etiquette on RelationshipsAvoid temptation to start on first name basisAvoid offensive comments or jokesRecognize the importance of punctualityWhen dining, avoid discussing business before meals are ordered, unless customer initiatesWhen leaving voice-mail messages, leave a clear, concise messageAvoid cell-phone contempt3-*



Conversational Strategies That Enhance RelationshipsFrom Dale Carnegie:Become genuinely interested in other peopleBe a good listenerTalk 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 ValueFrom Andrew Gallan, Abbott Laboratories:Use the CARE model to add valueCustomizeAppreciateRespondExecuteBecome a trusted, respected, and invaluable partner to the customer

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Artifacts ApplicationThe 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 communicates3-*Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall


Strategies for Self-ImprovementSet goals Use visualization Use positive self-talkReward your progress3-*



Key ConceptDiscussion Questions

Explain the importance of developing a relationship strategyDiscuss how thought processes can enhance your relationship strategyIdentify and describe the major nonverbal factors that shape our sales image

3-*Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall


Key ConceptDiscussion Questions

Describe conversational strategies that help us establish relationshipsExplain how to establish a self-improvement plan based on personal development strategies6-*



3-*All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, 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


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