žCHAPTER 3: Creating Value with a Relationship ...
CHAPTER 3: Creating Value with a Relationship Strategy Developing a Relationship Strategy: Many forms of intelligence influence our actions throughout life One form is emotional intelligence Emotional Intelligence (EQ) – the capacity for recognizing our own feelings and those of others, for motivating ourselves, and for managing emotions effectively in ourselves and in our relationships. People with a high level display many of the qualities needed in sales work: Selfconfidence Trustworthiness Adaptability Initiative Optimism Empathy Well developed social skills In the field of personal selling and most other business occupations, emotional intelligence (EQ) is a much greater predictor of success than a high intelligence quotient (IQ) The good news is that one can enhance EQ with various activities Informationage selling involves three major relationship challenges: 1)Building new relationships 2)Transforming relationships from the personal level to the business level 3)Management of relationships Major player in the conceptual age will be the empathizer Empathizer – someone who has the ability to imagine themselves in someone else’s position and understand what that person is feeling Customers perceive that value is added when they feel comfortable with the relationship they have with a salesperson
Partnering – The HighestQuality Selling Relationship Keys to a partnering relationship: 1)The relationship is built on shared values 2)Everyone needs to clearly understand the purpose of the partnership and be committed to the vision 3)The role of the salesperson must move from selling to supporting Larry Wilson, Author
Adapting the Relationship Strategy Tailored to the type of buyer: Transactional – relationship strategy is secondary to price, convenience, and delivery Consultative – effective communication and relationship built on mutual trust and respect Strategic alliance – building relationships with several representatives in the seller’s and buyer’s organization; most challenging Selfconcept – is the bundle of facts, opinions, beliefs, and perceptions about yourself that are present in your life every moment of every day Consciously aware of some things Many are processed unconsciously Practical approaches to develop a positive selfconcept: 1)Focus on the future and stop being overly concerned with past mistakes and failures 2)Develop expertise in selected areas 3)Learn to develop a positive mental attitude The WinWin Philosophy The first step in developing a relationship strategy
Both the buyer and seller come out of the sale understanding both their respective best interests have been served – they’ve both won
Empathy and Ego Drive A salesperson simply cannot sell well without the invaluable ability to get critical feedback from the client through empathy Can be learned Ego Drive – inner force that makes the salesperson want and need to make the sale Character and Integrity Character –personal standards of behaviour, including your honesty and integrity Based on internal values and the resulting judgments you make about what is right and what is wrong Integrity – part of your character; what you have when your behaviour is in accordance with your professed standards and personal code of moral values Verbal and Nonverbal Strategies That Add Value to Your Relationships During the first few minutes (seconds) the prospect and the salesperson form impressions of each other that will either facilitate or detract from the sales call The image you project is the sum total of verbal and nonverbal factors Nonverbal message – form of communication that has been defined as “message without words” or “silent messages” Facial expressions
Eye contact Voice tone Gestures Appearance (clothing) Posture, etc. Nonverbal messages convey much more impact than verbal messages The voice communicates through: Tone Volume Speed of delivery When verbal and nonverbal are consistent, they give others the impression that you can be trusted Entrance and Carriage Making a successful entrance is simply believing, and projecting, that you have a reason to be there and have something important to offer the client Strong stride Good posture Friendly smile Shaking Hands Factors that affect the message: 1)Eye contact during handshake 2)Degree of firmness 3)Depth of interlock 4)Duration of grip 5)Degree of dryness of hands Best time to present your name is when you extend your hand Other NonVerbal Elements Facial expressions: Largely universal Capable of accurately signaling emotion in a split second People trust a smiling face; sincere Eye contact: Says “I’m listening” Shows respect, understanding and leads to trust Don’t stare
Effect of Appearance on Relationships Customers all have certain views, or unconscious expectations, concerning appropriate dress that can influence credibility and likeability General guidelines are: Simplicity Appropriate Quality Visual Integrity Effects of Voice Quality Especially critical on the phone Cannot change one’s voice but can make it more pleasing: 1)Do not speak too quickly or too slowly 2)Avoid a speech pattern that is dull and colourless 3)Avoid bad speech habits “teen speak”, poor grammar, casual language Effect of Etiquette on your Relationships Universal passport to positive relationships and respect Some rules for salespeople: 1)Avoid the temptation to address a new prospect by their first name 2)Avoid offensive comments or stories 3)Recognize the importance of punctuality 4)When you invite a customer to lunch, do not discuss business before the meal is ordered unless the client initiates the subject 5)When you use voice mail, leave a clear, concise message 6)Avoid cellular phone contempt
Conversation Strategies that Enhance Relationships •Genuine interest in others •Good listener; encourage others to talk about themselves •Talk in terms of other person’s interests Comments on the here and now observations Compliments sincere Search for mutual acquaintances or interests Strategies for Self Improvement Set goals Use visualization Use positive selftalk Reward your progress
Partnering – The HighestQuality Selling Relationship Keys to a partnering relationship: 1)The relationship is built on shared values 2)Everyone needs to clearly understand the purpose of the partnership and be committed to the vision 3)The role of the salesperson must move from selling to supporting Larry Wilson, Author
Adapting the Relationship Strategy Tailored to the type of buyer: Transactional – relationship strategy is secondary to price, convenience, and delivery Consultative – effective communication and relationship built on mutual trust and respect Strategic alliance – building relationships with several representatives in the seller’s and buyer’s organization; most challenging Selfconcept – is the bundle of facts, opinions, beliefs, and perceptions about yourself that are present in your life every moment of every day Consciously aware of some things Many are processed unconsciously Practical approaches to develop a positive selfconcept: 1)Focus on the future and stop being overly concerned with past mistakes and failures 2)Develop expertise in selected areas 3)Learn to develop a positive mental attitude The WinWin Philosophy The first step in developing a relationship strategy
Both the buyer and seller come out of the sale understanding both their respective best interests have been served – they’ve both won
Empathy and Ego Drive A salesperson simply cannot sell well without the invaluable ability to get critical feedback from the client through empathy Can be learned Ego Drive – inner force that makes the salesperson want and need to make the sale Character and Integrity Character –personal standards of behaviour, including your honesty and integrity Based on internal values and the resulting judgments you make about what is right and what is wrong Integrity – part of your character; what you have when your behaviour is in accordance with your professed standards and personal code of moral values Verbal and Nonverbal Strategies That Add Value to Your Relationships During the first few minutes (seconds) the prospect and the salesperson form impressions of each other that will either facilitate or detract from the sales call The image you project is the sum total of verbal and nonverbal factors Nonverbal message – form of communication that has been defined as “message without words” or “silent messages” Facial expressions
Eye contact Voice tone Gestures Appearance (clothing) Posture, etc. Nonverbal messages convey much more impact than verbal messages The voice communicates through: Tone Volume Speed of delivery When verbal and nonverbal are consistent, they give others the impression that you can be trusted Entrance and Carriage Making a successful entrance is simply believing, and projecting, that you have a reason to be there and have something important to offer the client Strong stride Good posture Friendly smile Shaking Hands Factors that affect the message: 1)Eye contact during handshake 2)Degree of firmness 3)Depth of interlock 4)Duration of grip 5)Degree of dryness of hands Best time to present your name is when you extend your hand Other NonVerbal Elements Facial expressions: Largely universal Capable of accurately signaling emotion in a split second People trust a smiling face; sincere Eye contact: Says “I’m listening” Shows respect, understanding and leads to trust Don’t stare
Effect of Appearance on Relationships Customers all have certain views, or unconscious expectations, concerning appropriate dress that can influence credibility and likeability General guidelines are: Simplicity Appropriate Quality Visual Integrity Effects of Voice Quality Especially critical on the phone Cannot change one’s voice but can make it more pleasing: 1)Do not speak too quickly or too slowly 2)Avoid a speech pattern that is dull and colourless 3)Avoid bad speech habits “teen speak”, poor grammar, casual language Effect of Etiquette on your Relationships Universal passport to positive relationships and respect Some rules for salespeople: 1)Avoid the temptation to address a new prospect by their first name 2)Avoid offensive comments or stories 3)Recognize the importance of punctuality 4)When you invite a customer to lunch, do not discuss business before the meal is ordered unless the client initiates the subject 5)When you use voice mail, leave a clear, concise message 6)Avoid cellular phone contempt
Conversation Strategies that Enhance Relationships •Genuine interest in others •Good listener; encourage others to talk about themselves •Talk in terms of other person’s interests Comments on the here and now observations Compliments sincere Search for mutual acquaintances or interests Strategies for Self Improvement Set goals Use visualization Use positive selftalk Reward your progress
