1 / 21

Building Partnering Relationships

Building Partnering Relationships. CHAPTER 2. What different types of relationships exist between buyers and sellers? When is each type of relationship appropriate? What are the characteristics of successful partnerships? What are the benefits and risks in partnering relationships?

dior
Télécharger la présentation

Building Partnering Relationships

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Building Partnering Relationships CHAPTER 2 • What different types of relationships exist between buyers and sellers? • When is each type of relationship appropriate? • What are the characteristics of successful partnerships? • What are the benefits and risks in partnering relationships? • How do relationships develop over time? • What are the responsibilities of salespeople in partnerships? Some questions answered in this chapter are: 2-2 McGraw-Hill/Irwin

  2. “Your challenge as a professional will be to understand the different types of relationships and how those relationships can impact you and your company, whether positive or negative.” ~Steve ReelMartin Marietta Materials 2-3 McGraw-Hill/Irwin

  3. The Evolution of Personal Selling • Buying on the Internet • Buyers have needs that are met by: • The product • The selling process • Buyers buy to also make a profit • Salespeople orientations • Partnering orientation 2-4 McGraw-Hill/Irwin

  4. The Evolution of Personal Selling 2-5 McGraw-Hill/Irwin

  5. Relationships and Selling • Relationship marketing • Loyalty • Behavioral • Attitudinal • Lifetime customer value Behavioral loyalty refers to the purchase of the same product from the same vendor over time. Attitudinal loyalty is an emotional attachment to a brand, company, or salesperson. 2-6 McGraw-Hill/Irwin

  6. Types of Relationships • Market exchanges • Solo exchanges • Functional relationships • Partnerships • Relational partnerships • Strategic partnerships 2-7 McGraw-Hill/Irwin

  7. Types of Relationships Between Buyers and Sellers 2-8 McGraw-Hill/Irwin

  8. Market Exchange Selling • Making contact • Find someone to listen • Make small talk • Ingratiate and build support Goal: Making a sale 2-9 McGraw-Hill/Irwin

  9. Market Exchange Selling (continued) • Closing the sale – deliver a sales pitch to: • Get the prospect’s attention • Create interest • Build desire • Get the prospect to take action • Stay alert for closing signals • Use trial closes • Overcome objections • Close early and often Goal: Making a sale 2-10 McGraw-Hill/Irwin

  10. Market Exchange Selling (continued) • Following through • Reestablish contact • Resell self, company, and products Goal: Making a sale 2-11 McGraw-Hill/Irwin

  11. Long-Term Relationship Selling • Initiating the relationship • Engage in strategic prospecting and qualifying • Gather and study precall information • Identify buying influences • Plan the initial sales call • Demonstrate an understanding of the customer’s needs • Identify opportunities to build a relationship • Illustrate the value of a relationship with the customer Goal: Building trust 2-12 McGraw-Hill/Irwin

  12. Long-Term Relationship Selling (continued) • Developing the relationship • Select an appropriate offering • Customize the relationship • Link the solution to the customer’s needs • Discuss customer concerns • Summarize the solution to confirm benefits • Secure commitment Goal: Building trust 2-13 McGraw-Hill/Irwin

  13. Long-Term Relationship Selling (continued) • Enhancing the relationship • Assess customer satisfaction • Take actions to ensure satisfaction • Maintain open, two-way communications • Expand collaborative involvement • Work to add value and enhance mutual opportunities Goal: Building trust 2-14 McGraw-Hill/Irwin

  14. Foundations of Successful Relationships 2-15 McGraw-Hill/Irwin

  15. Characteristics of Successful Partnerships • Mutual trust • Dependability • Competence • Customer orientation • Honesty • Likeability • Open communication • Common goals Trust is a belief by one party that the other party will fulfill its obligations in a relationship. 2-16 McGraw-Hill/Irwin

  16. Characteristics of Successful Partnerships (continued) • Commitment to mutual gain • Mutual investment • Organizational support • Structure and culture • Training • Rewards 2-17 McGraw-Hill/Irwin

  17. Phases of Relationship Development • Awareness • Salespeople locate and qualify prospects; buyers identify sources of supply • Exploration • Both parties may explore the potential benefits and costs of a partnership Supplier relationship management (SRM) is the use of technology and statistics to identify important suppliers and opportunities for cost reduction, greater efficiency, and other benefits. 2-18 McGraw-Hill/Irwin

  18. Phases of Relationship Development (continued) • Expansion • Both parties investigate the benefits of a long-term relationship • Commitment • The customer and seller pledge to continue the relationship for a period of time • Dissolution • Process of terminating the relationship 2-19 McGraw-Hill/Irwin

  19. Managing Relationships and Partnering • Choosing the right relationships • Size • Access and image • Access to innovation • Using technology to increase efficiency 2-20 McGraw-Hill/Irwin

  20. Summary • Businesses are moving toward partnering strategies. • Functional relationships and strategic partnerships are characterized by a mutual concern of each party for the long-run welfare of the other party. • Mutual trust, open communication, common goals, a commitment to mutual gain, and organizational support are key ingredients in successful relationships. • Customers trust salespeople who are dependable, capable, and concerned about the customer’s welfare. 2-21 McGraw-Hill/Irwin

More Related