9 TH EDITION

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

2. 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

3. 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

4. EMOTIONAL INTELLIGENCEDEFINED ”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.”

5. STRATEGIC/CONSULTATIVESELLING MODEL Figure 3.1

6. DEVELOPING A RELATIONSHIP STRATEGY • RELATIONSHIPS ADD VALUE • PARTNERING…HIGHEST QUALITY SELLING RELATIONSHIP • STRATEGIES FOCUS ON FOUR KEY GROUPS

7. RELATIONSHIPS ADD VALUE • Customers perceive value added when they feel comfortable with salesperson • Certain salesperson traits help create perception of value • Accountability • Honesty • Sincere concern for customer welfare

8. PARTNERING—HIGHEST FORM • Strategically developed high quality, long-term relationship focusing on solving customer problems • Must be viewed as process, not an event

9. WILSON’S THREE KEYS TOPARTNERING RELATIONSHIP BUILT ON SHARED VALUES BOTH COMMIT TO SAME VISION SALES PERSON MOVES FROM SELLING TO SUPPORTING

10. BRAKEBUSH

11. CRM enhances relationship quality Promotes rapid and effective client communication Written records help avoid miscommunication See Appendix 2 for instructions to download a demo version of ACT! CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOFTWARE

12. EFFECTIVE RELATIONSHIP STRATEGY FOUR KEY GROUPS Figure 3.2

13. A SELLING PARTNER Prepares strategically Asks questions Restates customer needs Teams with support people Negotiates win-win Exceeds customer expectations Re-examines relationship PARTNER

14. THOUGHT PROCESSES TO ENHANCE RELATIONSHIPS • SELF IMAGE IS KEY DIMENSION • SELF IMAGE AND SUCCESS • WIN-WIN PHILOSOPHY • CHARACTER AND INTEGRITY

15. DEVELOPING MORE POSITIVESELF IMAGE 1. FOCUS ON FUTURE, NOT PAST APPROACHES 2. DEVELOP EXPERTISE 3. KEEP POSITIVE ATTITUDE

16. WIN-WIN PHILOSOPHY • CUSTOMER SATISFACTION PRIMARY • FIRST STEP IN DEVELOPMENT OF RELATIONSHIP STRATEGY • BOTH PARTIES EXIT SALE FEELING SATISFIED

17. WIN-WIN TYPES -- Help others solve their problems -- Fix what caused the problem -- Make life joyous for all concerned -- Learn from past, live in present, set future goals -- Honor commitments WIN-LOSE TYPES -- See a problem in every solution -- Fix the blame -- Let life happen, are not proactive -- Live in the past -- Make promises they never keep WIN-WIN vs. WIN-LOSE

18. CHARACTER AND INTEGRITY • Character includes high personal standards, integrity, honesty, and moral fiber • Integrity involves achieving congruence between what you know, say, and do

19. RECENT CASES: LAPSES IN CHARACTER AND INTEGRITY • ENRON CORPORATION • ARTHUR ANDERSON LLP • MERRILL LYNCH COMPANY E

20. NONVERBAL STRATEGIES • First customer contact critical! • Difficult to rebound from negative first impression • Nonverbal often more important than verbal

21. UNDERSTANDING BASED ON NONVERBALS AND FEELINGS

22. 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

23. APPLICATION ARTIFACTS

24. 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 ENTRANCE AND CARRIAGE

25. May sound trite but it IS very important Make eye contact Firm grip Give your name when you extend your hand SHAKING HANDS

26. Facial expressions convey inner feelings People tend to trust a smiling face Reading facial expressions fairly universal across cultures FACIAL EXPRESSIONS

27. Good eye contact says…“I’m listening.” Prolonged eye contact can send the wrong message EYE CONTACT

28. Simplicity Appropriateness --Formal --Business casual Quality Visual integrity EFFECT OF APPEARANCE

29. 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 accordingly • Gift certificates make good graduation gifts

30. -- Avoid rapid-fire speech -- Vary speed of your delivery -- Sound upbeat, energetic but not phony --Convey enthusiasm in your voice -- Try to sound “relaxed” EFFECT OF VOICE QUALITY • EVER HEAR…”ITS NOT JUST WHAT YOU SAY, BUT HOW YOU SAY IT?”

31. Avoid temptation to start on first name basis Avoid offensive comments or jokes Avoid religious or political discussions Avoid discussing business before meals are served Avoid long voice-mail messages …speak clearly, concise message Avoid cell-phone contempt MANNERS: WHAT TO AVOID

32. From Dale Carnegie: -- Become genuinely interested in other people -- Be a good listener -- Talk about interests of others From Text: -- Comment on current situation, even the weather; be observant --Compliment your customers when appropriate --Find mutual acquaintance or interest you share with customer CONVERSATIONAL STRATEGIES

33. 1. SET PRECISE GOALS 2. USE VISUALIZATION 3. USE POSITIVE “SELF-TALK” 4. RECOGNIZE YOUR PROGRESS SELF-IMPROVEMENT STRATEGIES Last slide Chapter 3.