CHAPTER 3 Creating Value WITH A RELATIONSHIP STRATEGY
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CHAPTER 3 Creating Value WITH A RELATIONSHIP STRATEGY Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Learning Objectives • Explain the importance of developing a relationship strategy • Define partnering and describe the partnering relationship • Identify 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 2 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Learning Objectives (Continued) • Describe the importance of a win-win relationship • Identify and describe the major non-verbal 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 3 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Strategic/Consultative Selling Model Strategic Step Prescription Develop a Personal Selling Philosophy üValue Personal Selling üAdopt Marketing Concept üBecome a Problem Solver/Partner Develop a Relationship Strategy • Project positive, professional image • Practise communication-style flexing • Behave ethically 4 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Relationship Strategy A Relationship Strategy is a well thought out plan for establishing, building, and maintaining quality relationships. 5 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Developing a Relationship Strategy includes “Emotional Intelligence” Emotional Intelligence is the capacity for recognizing our own feelings and those of others, for motivating ourselves, and for managing emotions well in ourselves and in our relationships. 6 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Partnering in Sales Partnering A strategically developed, high-quality relationship that focuses on solving the customer’s buying problem. 7 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Three Keys to Partnering Relationships – Larry Wilson ü The relationship is built on shared values ü All parties need to clearly understand the purpose of the partnership and be committed to the vision ü The role of the salesperson must move from selling to supporting 8 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Key Relationships Salesperson Customers 9 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Key Relationships Salesperson Customers Secondary decision makers 10 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Key Relationships Salesperson Customers Secondary decision makers Company support staff 11 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Key Relationships Salesperson Customers Secondary decision makers Company support staff Management personnel 12 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Enhancing Your Relationship Strategy • Self-Image and Success • “Win-Win” Philosophy • Character and Integrity • Non-Verbal Strategies 13 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Enhancing Your Relationship Strategy – Self-Image • Self-Image is a set of ideas, attitudes, and feelings you have about yourself that influences the way you relate to others. 14 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Improving Your Self-Image • Focus on the future and stop being overly concerned with past mistakes and failures • Develop expertise in selected areas • Learn to develop a positive mental attitude 15 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Enhancing Your Relationship Strategy – “Win-Win” • “Win-Win” Philosophy is the view that “if I help you, I win too!” 16 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 “Win-Lose” versus “Win-Win” • • • “Win-Lose” People See a problem in every solution Fix the blame Let life happen to them Live in the past Make promises they never keep “Win-Win” People • Help others solve problems • Fix what caused the problem • Make life a joyous happening • Learn from the past, live in the present, set goals for future • Make commitments to themselves and others and keep them both 17 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Enhancing Your Relationship Strategy – Non-Verbal Strategies include ü Body language ü Entrance and Carriage ü Shaking Hands ü Facial Expressions ü Appearance 18 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 The Effect of Body Language on Relationships What you hear: (38% of message) Tone of voice Vocal clarity Verbal expressiveness Words: (7% of message) What you see or feel: (55% of message) Facial expression Dress and grooming Posture Eye contact Touches and Gestures Copyright 2004 Pearson Education Canada Inc. 19
CHAPTER 3 Your Appearance is Important – Guidelines • Simplicity • Appropriate • Quality influences Image • Visual Integrity 20 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Good Manners Help Build Relationships • Avoid the temptation to address a new prospect by their first name • Avoid offensive comments or stories 21 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Good Manners Help Build Relationships – (Continued) • Do not express personal views on politics or religion • Do not discuss business over lunch • When using voice mail, leave a clear, concise message 22 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Steps in Relationship Building Strategies Set Goals Relationship Building 23 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Steps in Relationship Building Strategies Set Goals Practise Visualization Relationship Building 24 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Steps in Relationship Building Strategies Set Goals Practise Visualization Relationship Building Monitor your Self-Talk 25 Copyright 2004 Pearson Education Canada Inc.
CHAPTER 3 Steps in Relationship Building Strategies Set Goals Practise Visualization Relationship Building Monitor your Self-Talk Recognize your Progress 26 Copyright 2004 Pearson Education Canada Inc.