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Relationship building
Key elements:
Identifying styles
Tailoring approach
Interpersonal ingredient of the sell
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Relationship building Sales skills
Develop strong, trusting relationships with customers
Takes advantage of close relationships to maximize sales
Develops relationships to enable increase performance versus targets
Establishes rapport
Gets to know customer step by step
Remembers things about individuals and customers
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Benefit of relationship with the Customer
Relationship with Customer Importance of price, quality, etc
5
Personal style – key considerations
No right/wrong style
Understanding the strengths & leverage points
Situations that can cause change to a style
Customer / Self style understanding
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Exercise: Identify your and your Customer’s style
Individually fill out templates:
– “Identify your style” - to picture yourself. Of each of the pairs of statements, tick the one that describes most clearly your behaviour - only tick one box per pair
– “Identify your Customer’s style”- picture your customer in your head. Of each of the pairs of statements, tick the one that describes most clearly their behaviour - only tick one box per pair.
Plot results of identifying your own and Customer’s style on the “Personal style matrix” sheet.
*…..
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Identifying your stylePicture yourself. Of each of the pairs of statements, tick the one that describes most clearly your behavior - only tick one box per pair
Are you more:
Bold
Talkative
Confronting
Active
Challenging
Assertive
Take Charge
Dominant
Retiring
Quiet
Supporting
Thoughtful
Accepting
Hesitant
Go along
Easygoing
Forceful
Intensive
Subtle
Relaxed
*
or
or
or
or
or
or
or
or
or
or
Are you more:
Outgoing
People person
Feeling
Close
Responsive
Impulsive
Spontaneous
Informal
Reserved
Quiet
Thinking
Distant
Methodical
Self controlled
Disciplined
Formal
Warm
Dramatic
Cool
Matter of fact
*
or
or
or
or
or
or
or
or
or
or
This score corresponds to the horizontal axis overleaf This score corresponds to the vertical axis overleaf
*Total number of ticks in this column only
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Identifying your Customer’s stylePicture your Customer. Of each of the pairs of statements, tick the one that describes most clearly their behavior - only tick one box per pair
Is your Customer more:
Bold
Talkative
Confronting
Active
Challenging
Assertive
Take Charge
Dominant
Retiring
Quiet
Supporting
Thoughtful
Accepting
Hesitant
Go along
Easygoing
Forceful
Intensive
Subtle
Relaxed
*
or
or
or
or
or
or
or
or
or
or
Is your Customer more:
Outgoing
People person
Feeling
Close
Responsive
Impulsive
Spontaneous
Informal
Reserved
Quiet
Thinking
Distant
Methodical
Self controlled
Disciplined
Formal
Warm
Dramatic
Cool
Matter of fact
*
or
or
or
or
or
or
or
or
or
or
This score corresponds to the horizontal axis overleaf This score corresponds to the vertical axis overleaf
*Total number of ticks in this column only
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Personal style matrix
Vertical axis
Horizontal axis
0
1
2
3
4
5
6
7
8
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0 1 2 3 4 6 7 8 9 10
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PowerPower
ConceptualConceptual SocialSocial
SecuritySecurity
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Personal styles Tool
IdeasOrientated
AnalyticalOrientated
ResultsOrientated
PeopleOrientated
Conceptual Security Power Social
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Personal styles
IdeasOrientated
Conceptual
Creative style
Passionate / Belief
Enthusiastic & Energetic
Knowledge / Understanding
Innovative
Visual senses
Looking for the ‘new’ news
Get them involved in the creative thinking
Respond to/influence:
Short attention span
Always looking for a
different/better way
Not interested in detail
Implementation
Keeping them interested
Watch outs:Key characteristics:
Ideas Orientated
Like to see the big picture
Like visual aids
Like to be creative
Look to raise the bar
Demands excellence
Developing their business
12
Personal styles
AnalyticalOrientated
Security
Patience
Needs time to think through
Don’t like surprises – keep them informed throughout
Don’t like change / controversy – reasoned argument
Risk reduced - backed by data
Decision making can be slow – allow buffer time
Sales person’s availability and support
Respond to/influence:
Decision making can be slow
Don’t perform well under pressure
Be clear on decision making process and
Key decision makers
Ensure solutions presented are factually backed
Reduce the risks involved
Watch outs:Key characteristics:
Data / Analytical Orientated
Thorough & detailed
Enjoy detail
Well considered decisions
Logical & structured
Fact based decisions
13
Personal styles
ResultsOrientated
Power
Bottom line presentation
Facts/figures to hand
Efficient time management
Business focus not the personal pleasantries
Make it look like his/her idea
Clear & concise
Ego massage
Make customer look good in their organization
Ceremony and status
Respond to/influence:
Aggressive / Authoritative
Bullying tactics
Don’t waffle!!
Don’t overload with detail
Watch outs:Key characteristics:
Results orientated
Wants to know bottom line
Fast summaries / key points
Ego /Self focused
‘Make me look good’
Know where you stand
Will make decisions & and make it happen
14
Personal styles
PeopleOrientated
Social
Status Quo (do not like change – offer strong rationale)
Show an interest in them personally
Entertainment and hospitality
Invite to events
Respond to/influence:
Poor implementation of decisions
Not that disciplined
Relationships with other suppliers – very loyal
Tries to keep everyone happy
Avoids conflict situations
Plays relationship card in difficult situations
Watch outs:Key characteristics:
People Orientated
Informal communication
One to one discussions
Like to get to know you
Personal & business interest
Hospitality & Entertainment
Style implications for you as a seller
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• Slow down, listen and question more.• Be flexible in your style and approach.• Think before speaking to ensure the
message is relevant.
• Balance business and personal relationships.
• Don’t take things personally or at face value.
• Make a conscious effort to add “texture”.• Manage time to focus on delivery and not
just content preparation time.• Question with interest rather than
interrogate with intensity.• Manage the unexpected in the
moment.• Use the quantity of information
the customer wants.
• Be patient and let the customer speak.
• Do not replace content with creativity, balance it.
• Consider the impact on the longer term relationship.
• Use the power of the Nestlé team.
• Inject pace to accelerate the close.• Do not ignore objections, resolve them.• Hold the customer to their commitments.
• Manage the distractions to keep focussed.• Put the time into preparation• Implement with rigour and discipline.
© The Quantic Group 2012 SP|TQG|PM|Nestlé|10165|PD (KB)
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Key messages
Flexibility – there is no right or wrong style
Understand your customer and your own personal style
Adapt your presentation style and approach appropriately to the identified style – do you have a tailored approach by customer?
Don’t assume everyone likes to do business the way you do
Focus on the leverage points of the Personal Styles model to give you a competitive edge
Overlay customer styles throughout the sales process
Style check – are you making positive impact?