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

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99THTH EDITION EDITION

CHAPTER 3CHAPTER 3CREATING VALUE CREATING VALUE WITH A WITH A RELATIONSHIP RELATIONSHIP STRATEGYSTRATEGY

Manning and Reece

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 INTELLIGENCE

DEFINED

”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.”

Figure 3.1 3-5

STRATEGIC/CONSULTATIVESELLING MODEL

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DEVELOPING A RELATIONSHIP STRATEGY RELATIONSHIPS ADD VALUE

PARTNERING…HIGHEST QUALITY SELLING RELATIONSHIP

STRATEGIES FOCUS ON FOUR KEY GROUPS

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RELATIONSHIPS ADD VALUE

Customers perceive value added Customers perceive value added when they feel comfortable when they feel comfortable

with with salespersonsalesperson

Certain salesperson traits help Certain salesperson traits help create create perception of valueperception of value– AccountabilityAccountability– HonestyHonesty– Sincere concern for customer welfareSincere concern for customer welfare

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PARTNERING—HIGHEST FORM

Strategically developed high quality, Strategically developed high quality, long-term relationship focusing long-term relationship focusing

on on solving customer problems solving customer problems

Must be viewed as process, not an Must be viewed as process, not an event event

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WILSON’S THREE KEYS TO

PARTNERING RELATIONSHIPBUILT ON SHARED VALUESBUILT ON SHARED VALUES

BOTH COMMIT TO SAME VISIONBOTH COMMIT TO SAME VISION

SALES PERSON MOVES FROMSALES PERSON MOVES FROMSELLING TO SUPPORTINGSELLING TO SUPPORTING

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BRAKEBUSH

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CUSTOMER RELATIONSHIP

MANAGEMENT (CRM) SOFTWARE

CRM enhances relationship qualityCRM enhances relationship quality

Promotes rapid and effective client Promotes rapid and effective client communication communication

Written records help avoid Written records help avoid miscommunicationmiscommunication

See Appendix 2 for instructions to See Appendix 2 for instructions to download a demo version of ACT!download a demo version of ACT!

Figure 3.2 3-12

EFFECTIVE RELATIONSHIP STRATEGY

FOUR KEY GROUPS

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A SELLING PARTNERPrepares strategically

Asks questions

Restates customer needs

Teams with support people

Negotiates win-win

Exceeds customer expectations

Re-examines relationship

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THOUGHT PROCESSES TO

ENHANCE RELATIONSHIPS SELF IMAGE IS KEY DIMENSIONSELF IMAGE IS KEY DIMENSION

SELF IMAGE AND SUCCESSSELF IMAGE AND SUCCESS

WIN-WIN PHILOSOPHYWIN-WIN PHILOSOPHY

CHARACTER AND INTEGRITYCHARACTER AND INTEGRITY

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DEVELOPING MORE POSITIVE

SELF IMAGE

APPROACHESAPPROACHES 1. FOCUS ON 1. FOCUS ON FUTURE, NOT FUTURE, NOT PASTPAST

2. DEVELOP 2. DEVELOP EXPERTISEEXPERTISE

3. KEEP POSITIVE 3. KEEP POSITIVE ATTITUDEATTITUDE

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WIN-WIN PHILOSOPHY

CUSTOMER SATISFACTION PRIMARYCUSTOMER SATISFACTION PRIMARY

FIRST STEP IN DEVELOPMENT OF FIRST STEP IN DEVELOPMENT OF RELATIONSHIP STRATEGYRELATIONSHIP STRATEGY

BOTH PARTIES EXIT SALE FEELING BOTH PARTIES EXIT SALE FEELING SATISFIEDSATISFIED

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WIN-WIN vs. WIN-LOSEWIN-WIN TYPESWIN-WIN TYPES

---- Help others solve Help others solve their problemstheir problems

---- Fix what caused the Fix what caused the problemproblem

---- Make life joyous for Make life joyous for all concerned all concerned

-- Learn from past, -- Learn from past, live in present, set live in present, set future goalsfuture goals

---- Honor commitments Honor commitments

WIN-LOSE TYPES WIN-LOSE TYPES

-- -- See a problem in See a problem in every solutionevery solution

---- Fix the blameFix the blame

---- Let life happen, are Let life happen, are not proactivenot proactive

-- Live in the past -- Live in the past

-- Make promises they -- Make promises they never keepnever 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 CORPORATIONENRON CORPORATION

ARTHUR ANDERSON LLPARTHUR ANDERSON LLP

MERRILL LYNCH COMPANY MERRILL LYNCH COMPANY

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NONVERBAL STRATEGIES

First customer contact critical! Difficult to rebound from negative first impression Nonverbal often moreimportant 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 Believe and project that you have a reason to be there and something reason to be there and something important to offer the clientimportant to offer the client

Communicate confidence withCommunicate confidence with--strong stride--strong stride

--good posture--good posture

--friendly smile--friendly smile

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SHAKING HANDS

May sound trite but it IS very May sound trite but it IS very important important

Make eye contact Make eye contact

Firm gripFirm grip

Give your name when you Give your name when you extend your hand extend your hand

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FACIAL EXPRESSIONSFacial expressions convey Facial expressions convey inner feelings inner feelings

People tend to trust a smiling People tend to trust a smiling faceface

Reading facial expressions Reading facial expressions fairly universal across culturesfairly universal across cultures

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EYE CONTACTGood eye contact says…“I’m Good eye contact says…“I’m listening.” listening.”

Prolonged eye contact can Prolonged eye contact can send the wrong messagesend the wrong message

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EFFECT OF APPEARANCE

Simplicity Simplicity

AppropriatenessAppropriateness

--Formal--Formal

--Business casual--Business casual

QualityQuality

Visual integrityVisual integrity

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ALERT: BUSINESS FASHION POLICE

All too often college students don’t have the basics of a business wardrobe when they graduate Research the industry you wish to enter and buy accordinglyGift certificates make good graduation gifts

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EFFECT OF VOICE QUALITY

-- Avoid rapid-fire speech-- Vary speed of your delivery -- Sound upbeat, energetic but

not phony--Convey enthusiasm in your

voice -- Try to sound “relaxed”

EVER HEAR…”ITS NOT JUST WHAT YOU EVER HEAR…”ITS NOT JUST WHAT YOU SAY, BUT HOW YOU SAY IT?”SAY, BUT HOW YOU SAY IT?”

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MANNERS: WHAT TO AVOID

Avoid temptation to start on first Avoid temptation to start on first name basisname basisAvoid offensive comments or Avoid offensive comments or jokesjokesAvoid religious or political Avoid religious or political discussionsdiscussionsAvoid discussing business before Avoid discussing business before meals are servedmeals are servedAvoid long voice-mail messages Avoid long voice-mail messages …speak clearly, concise message…speak clearly, concise messageAvoid cell-phone contemptAvoid cell-phone contempt

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CONVERSATIONAL STRATEGIES

From Dale Carnegie:From Dale Carnegie:-- Become genuinely interested in other -- Become genuinely interested in other peoplepeople-- Be a good listener-- Be a good listener-- Talk about interests of others-- Talk about interests of others

From Text:From Text:-- Comment on current situation, even -- Comment on current situation, even the the weather; be observantweather; be observant--Compliment your customers when--Compliment your customers when

appropriateappropriate--Find mutual acquaintance or interest --Find mutual acquaintance or interest you you share with customershare with customer

Last slide Chapter 3. 3-33

SELF-IMPROVEMENT STRATEGIES

1. SET PRECISE GOALS

2. USE VISUALIZATION

3. USE POSITIVE “SELF-TALK”

4. RECOGNIZE YOUR PROGRESS