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

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Creating Value with aRelationship StrategyCreating Value with aRelationship Strategy

Selling TodaySelling Today10th Edition

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R Manning and Reece

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Emotional IntelligenceEmotional 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

Strategic/ConsultativeSelling Model

FIGURE 3.1

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Developing a Relationship Strategy

Developing a Relationship Strategy

• Relationships add value

• Partnering—the highest-quality selling relationship

• Relationship strategies focus on four key groups

• Tailoring the relationship strategy

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Relationships Add ValueRelationships 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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Partnering—The Highest-Quality Selling Relationship

Partnering—The Highest-Quality Selling Relationship

• Partnering—strategically 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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BrakebushBrakebush

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Effective Relationship Strategies Focus on Four Key Groups

Effective Relationship Strategies Focus on Four Key Groups

FIGURE 3.2

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Thought Processes toEnhance Relationship Strategy

Thought Processes toEnhance Relationship Strategy

• Self-image is key dimension

• Win-win philosophy

• Character and integrity

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Self-ImageSelf-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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Developing a More PositiveSelf-Image

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 PhilosophyThe 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-LoseWin-Win versus Win-Lose

FIGURE 3.3

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Character and IntegrityCharacter 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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Verbal and Nonverbal StrategiesVerbal 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 customer’s feelings about that salesperson

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Nonverbal MessagesNonverbal 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 CarriageEntrance 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 HandsShaking 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 ExpressionsFacial Expressions

• Facial expressions convey inner feelings

• People tend to trust a smiling face

• Reading facial expressions fairly universal across cultures

FIGURE 3.5

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Eye ContactEye Contact

• Good eye contact says “I’m listening.”

• Prolonged eye contact can send the wrong message

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Effect of AppearanceEffect of Appearance

• Simplicity

• Appropriateness

• Formal

• Business casual

• Quality

• Visual integrity

See Dress Codes Deciphered by:

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Alert: Business Fashion PoliceAlert: Business Fashion Police

• All too often college students don’t 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 RelationshipsVoice 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

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Manners and RelationshipsManners 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 StrategiesConversational StrategiesFrom 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 ApplicationArtifacts Application

• The self-selected objects that surround a person are called artifacts

• What can you learn from?

• Pictures in an office

• Objects on a person’s desk

• The type of car customers own

• Analyze what the “office” in theNEXT SLIDE communicates

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Artifacts ApplicationArtifacts Application