creating value with a relationship strategy c h a p t e r 3

Creating Value

WITH A RELATIONSHIP STRATEGY

C H A P T E R 3

Copyright2004 Pearson Education Canada Inc.

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C H A P T E R 3

Learning Objectives

• Explain the importance of developing a relationship strategy

• Define partnering and describe the partnering relationship

• Identify the four key groups with which the salesperson needs to develop relationship strategies

• Discuss how self-image forms the foundation for building long-term selling relationships


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Learning Objectives (Continued)• Describe the importance of a win-win

relationship• Identify and describe the major non-verbal

factors that shape our sales image• Describe conversational strategies that help

us establish relationships• Explain how to establish a self improvement

plan based on personal development strategies


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C H A P T E R 3

Strategic/Consultative Selling Model

• Project positive, professional image• Practise communication-style flexing• Behave ethically

Develop a Relationship Strategy

Value Personal SellingAdopt Marketing ConceptBecome a Problem Solver/Partner

Develop a Personal Selling Philosophy

PrescriptionStrategic Step


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Relationship Strategy

A Relationship Strategy is a well thought out plan for establishing, building, and maintaining quality relationships.


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Developing a Relationship Strategy includes “Emotional Intelligence”

Emotional Intelligence is the capacity for recognizing our own feelings and those of others, for motivating ourselves, and for managing emotions well in ourselves and in our relationships.


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Partnering in Sales

Partnering

A strategically developed,

high-quality relationship

that focuses on solving the

customer’s buying problem.


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C H A P T E R 3Three Keys to Partnering Relationships – Larry Wilson

The relationship is built on shared values

All parties need to clearly understand the purpose of the partnership and be committed to the vision

The role of the salesperson must move from selling to supporting


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Key Relationships

Salesperson

Customers


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Key Relationships

Salesperson

Secondarydecision

makersCustomers


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Key Relationships

Salesperson

Secondarydecision

makersCustomers

Company support

staff


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Key Relationships

Salesperson

Secondarydecision

makersCustomers

Company support

staff

Management personnel


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Enhancing Your Relationship Strategy

• Self-Image and Success

• “Win-Win” Philosophy

• Character and Integrity

• Non-Verbal Strategies


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Enhancing Your Relationship Strategy – Self-Image

• Self-Image is a set of ideas, attitudes,

and feelings you have about yourself

that influences the way you relate to

others.


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Improving Your Self-Image

• Focus on the future and stop being overly

concerned with past mistakes and failures

• Develop expertise in selected areas

• Learn to develop a positive mental attitude


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Enhancing Your Relationship Strategy – “Win-Win”

• “Win-Win” Philosophy is the view that

“if I help you, I win too!”


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“Win-Lose” versus “Win-Win”

“Win-Lose” People

• See a problem in every solution

• Fix the blame• Let life happen to them• Live in the past• Make promises they

never keep

“Win-Win” People• Help others solve

problems• Fix what caused the

problem• Make life a joyous

happening• Learn from the past, live

in the present, set goals for future

• Make commitments to themselves and others and keep them both


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Enhancing Your Relationship Strategy – Non-Verbal Strategies

Non-Verbal Strategies include

Body language

Entrance and Carriage

Shaking Hands

Facial Expressions

Appearance


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The Effect of Body Language on Relationships

Words:(7% of message)

What you hear:(38% of message)Tone of voice

Vocal clarity

Verbal expressiveness

What you see or feel:(55% of message)Facial expression

Dress and grooming

Posture

Eye contact

Touches and Gestures


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Your Appearance is Important – Guidelines

• Simplicity

• Appropriate

• Quality influences Image

• Visual Integrity


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Good Manners Help Build Relationships

• Avoid the temptation to

address a new prospect by

their first name

• Avoid offensive comments

or stories


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Good Manners Help Build Relationships – (Continued)

• Do not express personal views on

politics or religion

• Do not discuss business over lunch

• When using voice mail, leave a clear,

concise message


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Steps in Relationship Building Strategies

RelationshipBuilding

Set Goals


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Practise Visualization

Set Goals


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Set Goals

Monitor your Self-Talk


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Set Goals

Monitor your Self-Talk

Recognize your Progress

creating value with a relationship strategy c h a p t e r 3

Documents

p t e r

pearson education canada

relationship strategy

partnering relationship

relationship strategies

highquality relationship

quality relationships

relationships larry