Creating Value with a Relationship Strategy

1. Selling Today 10th Edition CHAPTER Manning and Reece Creating Value with aRelationship Strategy 3

2. 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

3. Strategic/ConsultativeSelling Model 3.1 FIGURE

4. Developing a Relationship Strategy • Relationships add _______ • Partnering—the highest-quality selling relationship • Relationship strategies focus on ____ key groups • Tailoring the relationship strategy

5. Relationships Add Value • Customers perceive that value is added when they feel _________ with the relationship they have with a salesperson • Certain salesperson traits help create perception of value • Honesty • Accountability • Sincere concern for customer welfare

6. Partnering—The Highest-Quality Selling Relationship • Partnering—strategically developed, high-quality, long-term relationship focusing on solving customers’ _________ problems • It emphasizes _________ a relationship • Selling must be viewed as process, not an event

7. Wilson’s Three Keys toPartnering Relationship • Relationship is built on _________ values • Both commit to same __________ • Salesperson moves from selling to supporting

8. Brakebush

9. 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.

10. Effective Relationship Strategies Focus on Four Key Groups 3.2 FIGURE

11. 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

12. Thought Processes toEnhance Relationship Strategy • Self-image is key ___________ • Win-win _______________ • Character and ____________

13. Self-Image . . . shaped by the ideas, attitudes, feelings, and thoughts you have about yourself that ________ the way you relate to others • Feelings and behavior are ________ with the self-image • The self-image can be changed

14. Developing a More PositiveSelf-Image Focus on future, not past mistakes Develop expertise in selected areas Develop a positive mental attitude   

15. 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

16. Win-Win versus Win-Lose 3.3 FIGURE

17. Character and Integrity • Character includes __________ ______, including honesty, integrity, and moral strength • Integrity involves achieving congruence between what you know, say, and do • Integrity has become a valuable character trait

18. Recent Cases: Lapses in Character and Integrity

19. Verbal and Nonverbal Strategies • First customer ________ critical • Quick, superficial ___________ are made • These impressions can ______ or distract • The image a salesperson projects can ________ the customer’s feelings about that salesperson

20. Nonverbal Messages • Silent messages communicated through facial expressions, voice tone, gestures, appearance, posture, and other nonverbal means • Nonverbal messages have ______ impact than verbal messages • Make sure verbal and nonverbal messages are consistent

21. 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

22. Shaking Hands • Proper greeting, symbolizes respect • Make eye contact • Use firm, deep grip • Duration and _________ • State your name when you ________ your hand

23. Facial Expressions • Facial expressions convey inner feelings • People tend to trust a __________ face • Reading facial expressions fairly universal across cultures 3.5 FIGURE

24. Eye Contact • Good eye contact says “___ __________.” • Prolonged eye contact can send the wrong message

25. Effect of Appearance • Simplicity • Appropriateness • Formal • Business casual • Quality • Visual integrity See Dress Codes Deciphered by:

26. Voice Quality and Relationships Ever hear “It’s 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

27. Manners and Relationships • Avoid temptation to start on _____ name basis • Avoid offensive comments or jokes • Recognize the ___________ 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

28. 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

29. Self-Improvement Strategies • Set precise goals • Visualize success • Use positive self-talk • Reward progress