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Creating Value with aRelationship StrategyCreating Value with aRelationship Strategy
Selling TodaySelling Today10th Edition
CH
AP
TE
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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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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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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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